| We are ushering a new and creative development stage with the combination of Internet, mobile communication technology and e-commerce. Mobile commerce is changing the way of people's work and life, which leads to a huge change of business model and customer value creation model and also provides an unprecedented strategic opportunity for enterprises. Based on the existing theoretical research, this thesis focuses on customer value creation mechanism of mobile commerce. Specifically, this thesis explores three sub-research questions:(1) What is the value proposition of mobile commerce? (2) How to create customer value? (3) How to develop customer loyalty?This research explores three sub-researches by synthetically applying qualitative analysis and quantitative analysis and using variety research methods (e.g. literature research, case study, large sample statistical research) and mathematical statistic tools (e.g. SPSS, LIESREL and STATA):Sub-research one:research on value proposition of mobile commerce. Based on the literature review, causal case study of 24 cases of B2C mobile commerce application and interview as well as observation of 57 users of mobile commerce, this research proposes the measure model of value proposition of mobile commerce which is empirically tested by exploratory factor analysis of 87 pre-test questionnaires and measurement equation test of 902 final questionnaires.Sub-research two:how value proposition of mobile commerce affects customer value. By conducting exploring multi-case study, this research constructs the conceptual model in which value proposition of mobile commerce is independent variable and customer value is dependent variable.And the model is empirically tested by multivariate statistical regression of 902 questionnaires. This research also classifies different kinds of B2C mobile commerce applications into varied categories including information and media, social and entertainment, transaction and identification. The conceptual model is also empirically tested at the context of above three types of mobile commerce applications.Sub-research three:research on customer loyalty model of mobile commerce. By analyzing the inner relationship of customer value, customer trust, customer satisfaction and customer loyalty, this sub-research constructs conceptual model of customer loyalty of mobile commerce, which is empirically tested by structural model equation based on 902 questionnaires. This research also tests the moderate role of individual innovation and involvement of mobile commerce.Through the above three sub-researches, the following conclusions can be reached.(1) The essence of mobile commerce value proposition includes ubiquity, convenience, individuality and location.Ubiquity is the value generated by the pervasiveness (anywhere and anytime) of mobile communication network, mainly by sending and receiving information at any location and any time, fully using fragmented and leisure time.Convenience is the value generated by the ease of use of mobile terminal, mainly because services is quick to access; mobile devices are readily available; and mobile terminal is easy to operate. Maily because of quick access to services, readily available mobile devices and easily operated mobile terminal.)Individuality is the value generated by personalization of mobile terminal owner (belong to individual), mainly by automatically identifying individual; providing personalized information and services; the security guarantee for personal terminal.Location is the value generated by service based on flexible position, mainly by providing information and service based on location; without the initiative to provide the location and path; the access to other people's or objects'location and path.(2) Value proposition of mobile commerce significantly influences customer value.This research divides customer value of B2C mobile commerce into perceived benefits (functional value, emotional value, social value) and perceived sacrifices (monetary sacrifice, time and effort sacrifice, psychology sacrifice). The result shows that value proposition of B2C mobile commerce significantly influences customer value and customer's perceived benefits, while individuality and location have more significant impact on perceived benefits. Value proposition of mobile commerce also significantly influences customer's perceived sacrifices, whilemonetary sacrifice and time and effort sacrifice have more significant effect. There is no significant statistic difference when this model is applied to different types of B2C mobile commerce.(3) Customer value of mobile commerce has direct influence and indirect influence by customer satisfaction and customer trust to customer loyalty.Customer value of mobile commerce has both direct and indirect influence on customer loyalty and the indirect influence works through customer satisfaction and customer trust.The empirical result testifies that customer value has direct influence on customer loyalty and indirect influence by customer trust to customer loyalty. Besides, customer value influences customer satisfaction by customer trust and creates customer loyalty. Individual innovation and involvement play mediate role in the above customer loyalty mechanism.The empirical result testifies that customer value not only has a direct influence on customer loyalty, but also effects customer satisfaction and customer turst, thus produces an indirect impact on customer loyalty.The findings of this research deepen our understanding of customer value creation mechanism of B2C mobile commerce. Specifically, this research has the following several contributions:(1) This research analyzes the connotation of value proposition of mobile commerce by causal case study and develops the measure scale (12 items) of value proposition based on large sample empirical research, which makes the analysis of value proposition switch from theoretical analysis to practical operation and reveals the essential meaning of the value proposition of mobile commerce.(2) By conducting exploring multi-case study, this research constructs the theoretical model of how value proposition creates customer value, which is testified by empirical research.(3) This research empirically tests the customer loyalty model of traditional economy and electronic commerce in the context of mobile commerce using large sample structural equation model, and develops customer loyalty model of mobile commerce. This thesis reveals the characteristics of customer loyalty model of mobile commerce, which means that perceived sacrifices have direct influence on customer loyalty, customer value influences customer satisfaction and customer loyalty, while customer trust influences customer loyaltyand customer loyalty has indirect influence on customer loyalty with customer trust playing the mediate role.This research conducts in-depth empirical research of customer value creation mechanism of mobile commerce, and analyzes the core research question of how value proposition creates customer value and generates customer loyalty, which is a further extension and improvement of value creation research based on the view of B2C mobile commerce. These finds have important theoretical and practical significance, providing guidance for effective mobile commerce strategy implementation,... |
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