THE QUALITY OF MOBILE SHOPPING SYSTEM AND ITS IMPACT ON PURCHASE INTENTION AND PERFORMANCE

Measuring the quality of mobile shopping (m-shopping) system provides retailers with a greater understanding of what improvements need to be made along the way to increase purchase intention and organizational performance. M-shopping is an alternative sales channel available to optimize marketing investments as it can be tailored to customer’s purchase intention and ultimately to drive sales. This study intends to explore the relationships between the m-shopping system quality, purchase intention, and organizational performance based on the extended IS success model. This research model surveyed 217 marketers in Taiwan to measure their perception of m-shopping quality. The results suggest that mshopping system quality (system, information, and service quality) has a significant effect on purchase intention. This study also confirms that purchase intention has a significant effect on organizational performance. The findings contributed to improved understanding of the practical applications of mshopping systems. The practical implication of the findings and directions for future research was discussed..