Textiles, Merchandising and Fashion Design, Department of


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Gao, X (2013). The influence of mobile website quality on consumer satisfaction and behavior. MS thesis, University of Nebraska-Lincoln.


A THESIS Presented to the Faculty of The Graduate College at the University of Nebraska In Partial Fulfillment of Requirements For the Degree of Master of Science, Major: Textiles, Merchandising & Fashion Design, Under the Supervision of Professor Rita C. Kean. Lincoln, Nebraska: November, 2013

Copyright (c) 2013 Xiuyuan Gao


Mobile shopping has grown into a huge market and an increasing number of consumers have begun to use mobile websites to shop. Therefore, how mobile shopping websites provide good shopping to customers is significant. The object of this study is to relate factors of website quality to college students’ satisfaction with mobile shopping experiences, which in turn influence their intentions to return to the website and/or to purchase on the website. Five dimensions of website quality, which were information quality, navigation, visual appeal, response time and interactivity, were selected in this study. The model of self-regulatory process (Bagozzi, 1992) has been widely used in consumer behavior to explain the relationship between attitude and intention. This model was adopted in this study to examine the relationship between website quality and consumer satisfaction with mobile shopping experience and the relationship between consumer satisfaction and their intentions to return to the website and/or to purchase on the website.

The results of this study suggested all dimensions of mobile website quality except navigation were positively related to consumer’s satisfaction with their mobile shopping experience and consumer satisfaction positively related to consumers’ intentions to revisit and/or purchase a product in mobile website contexts.

There are a limited number of studies focusing on consumer mobile shopping behaviors. Further study might consider other dimensions of mobile website quality, such as security (Szymanski & Hise, 2000) and innovativeness (Loiacono et al., 2002), and their relationship with consumer satisfaction with mobile shopping experience. In addition, the results of this study will provide marketers and retailers a better understanding of consumer mobile shopping behavior.

Adviser: Rita C. Kean