The effect of mobile interactivity and customised information on repurchase intentions

Abstract

There has been limited research regarding the effects of mobile interactivity and customised information on attitudes toward mobile sites, satisfaction with mobile sites, and customer repurchase intention. This study examines whether both mobile interactivity and customised information indirectly influence repurchase intention toward mobile service providers. Using structural equation modelling (SEM) to compare frequent and infrequent travel visitors, the findings show that the effects of customised information are limited by its positive correlation with customers' satisfaction with mobile sites. The results indicate that customised information only influences satisfaction when frequent mobile customers engage in subsequent purchase behaviour. In contrast, when infrequent mobile customers engage in repurchase behaviour, their satisfaction with mobile sites was largely unaffected by customised information.