Title Page
Abstract
Contents
Chapter 1. Introduction to the Study 14
Background of the Study 16
Mobile Commerce 16
Cross-border Online Shoppers 21
Customer Engagement between the Anglophone and Chinese literature 24
Problem Statement 29
Purpose of the Study 30
Research Questions 32
Theoretical Foundation 32
Social Exchange Theory 32
Value Co-Creation 34
SOR Paradigm 36
Conceptual Framework 39
Limitations of the Study[원문불량;p.27] 40
Significance of the Study 41
Significance to Theory 41
Significance to Practice 42
Summary 42
Chapter 2. Literature Review, Hypothesis & Research Model 45
Literature Search Strategy 45
Service quality, E-service quality, Mobile service quality 46
Mobile Service Quality as a Stimulus (S) 49
Perceived Value as an Organism (O) 52
Customer Satisfaction as an Organism (O) 54
Trust as an Organism (O) 55
Customer Engagement Behavior as a Response (R) 57
Hypothesis & Research Model 62
Summary 70
Chapter 3. Research Method 72
Research Design 72
Population and Sample 73
Data Collection 74
Measurement Instrument 75
Data Analysis Plan 79
Item Parcel 80
Common Method Bias 83
Data Analysis Method 85
Summary 88
Chapter 4. Results 89
Data Prepared 89
Descriptive Statistics 89
Reliability Analysis 93
Validity Analysis 94
Correlation Between Variables 105
Model-fit Verification 107
Confirmatory Factor Analysis (CFA) 107
Discriminant validity 120
Structural Model Evaluation 121
Hypothesis Verification 123
Path Analysis 124
Mediating Effect Test 125
Hypothesis Results 126
Summary 128
Chapter 5. Discussion, Conclusions, and Recommendations 130
Discussion 130
Implications 135
Academic Implications 135
Managerial Implications 137
Limitations and Future Recommendations 139
Conclusions 141
References 144
Appendix A. Questionnaire 194
Table 1. Literature quantity of "mobile commerce" in SSCI, SCIE (2011-2021) 19
Table 2. Related keywords in mobile commerce. (2011-2021) 22
Table 3. Definition of "customer engagement"(CE) from management operation 26
Table 4. Definition of "customer engagement" from academic research 27
Table 5. Service quality Scale for shopping online 48
Table 6. Measurement Items of M-S-QUAL (Mobile Service Quality) 76
Table 7. Measurement Items of Customer Engagement Behavior (CEB) 76
Table 8. Measurement Items of Perceived Value (PV) 77
Table 9. Measurement Items of Customer Satisfaction (SAT) 77
Table 10. Measurement Items of Trust (TR) 78
Table 11. Confirmatory factor analysis for polymerization validity 82
Table 12. Total Variance Explained in CMB (Common Method Bias) 83
Table 13. Data Analysis Method 86
Table 14. Basic information of the respondents 90
Table 15. Descriptive statistics 92
Table 16. Measurement Items and reliability results 93
Table 17. KMO and Bartlett's Test of MSQ 95
Table 18. Total Variance Explained of MSQ 95
Table 19. Rotated component matrix of MSQ 96
Table 20. KMO and Bartlett's Test of CEB 97
Table 21. Total Variance Explained of CEB 98
Table 22. Rotated component matrix of CEB 99
Table 23. KMO and Bartlett's Test of PV 100
Table 24. Total Variance Explained of PV 100
Table 25. Rotated component matrix of PV 101
Table 26. KMO and Bartlett's Test of SAT 101
Table 27. Total Variance Explained of SAT 102
Table 28. Rotated the component matrix of SAT 102
Table 29. KMO and Bartlett's Test of TRU 103
Table 30. Total Variance Explained of TRU 104
Table 31. Rotated component matrix of TRU 104
Table 32. Correlation analysis 106
Table 33. The ideal standard value of the model fitting index 108
Table 34. The scale of MSQ's confirmatory factor analysis model fit degree 109
Table 35. Confirmatory factor analysis of aggregation validity on MSQ 110
Table 36. The scale of CEB's confirmatory factor analysis model fit degree 112
Table 37. Confirmatory factor analysis of aggregation validity on CEB 113
Table 38. Confirmatory factor analysis of aggregation validity on perceived value 114
Table 39. The scale of SAT's confirmatory factor analysis model fit degree 115
Table 40. Confirmatory factor analysis of aggregation validity on customer satisfaction 116
Table 41. The scale of Trust's confirmatory factor analysis model fit degree 117
Table 42. Confirmatory factor analysis of aggregation validity on trust 118
Table 43. Result of CFA 119
Table 44. Results of discriminant validity 121
Table 45. Results of model-fit degree 122
Table 46. Paths Analysis 124
Table 47. Results of mediating effect analysis 125
Table 48. Hypothesis Results 128
Figure 1. National distribution of "mobile commerce" publications (2011-2021) 20
Figure 2. The publication about "customer engagement" in CNKI 25
Figure 3. Conceptual Framework (five latent variables) 40
Figure 4. Research Model 70
Figure 5. Confirmatory factor analysis of mobile service quality (MSQ) 109
Figure 6. Confirmatory factor analysis of customer engagement behavior (CEB) 112
Figure 7. Confirmatory factor analysis of perceived value (PV) 114
Figure 8. Confirmatory factor analysis of customer satisfaction (SAT) 115
Figure 9. Confirmatory factor analysis of Trust (TRU) 117
Figure 10. Structural Model Results (Standardized) 122