Mediator-moderator, innovation of mobile CRM, e-service convenience, online perceived behavioral control and reuse online shopping intention.

This study examines how mobile customer relationship management (mobile CRM) influences customers? reuse intention of online shopping services. Drawing on the technology acceptance model and the theory of planned behavior, the authors test a structural model in which mobile CRM affects both service convenience and reuse online shopping intention, while service convenience is proposed to mediate this relationship and online perceived behavioral control to moderate the link between service convenience and reuse intention. Survey data were collected from 249 online shoppers and analysed using SmartPLS-based partial least squares structural equation modelling. The results indicate that mobile CRM has a significant positive effect on service convenience and reuse online shopping intention. Service convenience also positively influences reuse intention and partially mediates the effect of mobile CRM, whereas online perceived behavioral control significantly strengthens the relationship between service convenience and reuse intention. The findings highlight the importance of innovative mobile CRM applications and convenient e-services in encouraging customers to continue using online shopping platforms.