Contact, Fulfillment, and Privacy as Key Drivers of Mobile Commerce Success: A SOR-Extended M-S-QUAL Analysis

Abstract

Purpose: M-commerce has become crucial for facilitating grocery shopping through delivery services, yet challenges like delayed orders and systems failures continue to hinder user satisfaction and loyalty. There are still lack of research that have investigated in depth both mobile apps service quality and paid attention to the perspective of user behavior in a structured way. This study addresses a gap by uniquely integrating the Mobile Service Quality (M-S-QUAL) and Stimulus Organism Response (SOR) to find out the key drivers for enhancing m-commerce grocery shopping services quality, and analyzing the influence of the m-commerce services quality factors as Stimulus in m-commerce apps to satisfaction felt by users as Organism, and their relationship with loyalty and E-WOM as user Response.

Methods: Using a quantitative approach, 362 Indonesian m-commerce user responses from online survey were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Outer model and inner model was carried out to test the significance between the construct and the strength of the model.

Result: Results show that Contact ( =0.229), Fulfillment ( =0.192), and Privacy ( =0.166) are the most influential factors driving perceived m-commerce service quality that has strong predictive power (R²=0.804). These findings, which repositions these specific dimensions as primary stimulus within the SOR framework significantly impacts user satisfaction as organism and positively drive both loyalty and E-WOM as response.

Novelty: This study provides valuable insights and a structured perspective to explain post-adoption user behavior in m-commerce delivery. The study offers novel academic insights and practical strategies for enhancing customer service, delivery reliability, and data protection through user-centered design with more attention to factors such as Contact, Fulfillment, and Privacy (Stimulus) to drive user satisfaction (Organism), loyalty and E-WOM (Response).