| Summary: | 碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 102 === Previous research into the service quality of mobile commerce examines the environment of mobile transactions, such as a stable network and a speedy connection. This paper makes some changes from Brady and Cronin’s (2001) hierarchical and multidimensional model and considers these characteristics, namely, ubiquity, personalization, localization, and convenience of mobile service. It is hoped that this research will be a new paradigm of mobile commerce service quality when implementing mobile commerce in future.
Clarke (2001) summarized four value proposition dimensions of mobile commerce, namely, ubiquity, personalization, localization, and convenience. The present research uses these four dimensions to discuss the characteristics of mobile commerce and is extended to measure mobile commerce service quality.
Most studies directly apply service quality scales from marketing and management and make some changes, but the unique characteristics of mobile service make it somewhat different from others. Since existing service quality scales do not consider these characteristics, this present study develops a scale of mobile service quality by making some changes from Brady and Cronin (2001). And the present research adapts Delone and McLean’s (2003) IS Success model to measure the service quality of Mobile Commerce Service Quality.
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