| Abstract | This study is designed to understand customer experience in mobile retailing environment in China. The model included the retail mobile application customer experience (MACX) and the antecedent factors of it (i.e., perceived usefulness, usability, and enjoyment); mobile application (mobile app) design attributes (i.e., security and privacy, responsiveness, functions, payment and delivery, promotions, as well as informative); the behavioral outcomes (i.e., customer loyalty and word-ofmouth), and external factors (i.e., trust, perceived value, and satisfaction after delivery) of MACX. The research employed a quantitative research method, the target population was Chinese mobile commerce consumers. The data was analyzed by IBM SPSS Statistics 27 for basic data analysis, IBM SPSS Amos 27 Graphics for Structural Equation Modeling to test latent variables path analysis, and PROCESS macro v3.5 for observed variables path analysis. The finding of this study proved content, promotion, and informative of the mobile app design attributes were positively related to perceived usefulness. Responsiveness, function, payment and delivery, as well as promotion of the mobile app design attributes were positively related to perceived usability. Payment and delivery, as well as promotion of the mobile app design attributes were positively related to enjoyment. As the antecedent factors of MACX, perceived usefulness, usability, and enjoyment had positive impact on MACX. Besides, trust and perceived value, as mediators, had indirect effect on MACX through behavioral outcomes (i.e., loyalty and word-ofmouth) of retail mobile apps. And satisfaction after delivery, as the moderator, strengthened the relationship of MACX and loyalty. In the practical sense, identifying attributes of app design that positively impact on customer experience, and knowing the existing relationship of customer experience and loyalty as well as word-of-mouth in mobile retailing environment in China helps retailers to provide customers with an optimized customer experience, which is one of the key drivers of an online retailer’s competitiveness. |
