摘要：The purpose of this study was to investigate the influence of selected customer perceived value factors on the consumer loyalty towards Mobile commerce in Malaysia towards fashion and apparel industry. This research mainly proposes on the integrated model of dependent variable loyalty of consumer behavior with six independent variables such as Efficiency, System availability, Fulfillment, price as perceived value elements. Explanatory research is adopted and data was collected using a questionnaire developed based on the past researches. The sample of 215 M-shoppers is collected using convenience sampling and then analyzed with help of AMOS 22 tool mainly verified normality, reliability, confirmatory factor analysis, structural equation modelling and path analysis. Correlation Analysis has been carried out for the latent constructs of the SEM to find the strength of relationship between variables and through the Path Analysis R-square value obtained indicated that the model explains most of the variability of the response data around its mean. Then, significance of the SEM is obtained using the P-value in which the exogenous variables ‘Efficiency & Privacy’ are found to be significant with the ‘Perceived Value’ and one of the exogenous variable ‘Price’ is found to be significant directly with the endogenous variable ‘Loyalty’. Mediating effects were considered to find the direct effects of exogenous variables on endogenous variables. Efficiency, privacy and price are the three important factors that any fashion industry in M-commerce should consider before marketing its products through mobile applications. Thus, businesses developing M-Commerce can come out with suitable value proposition for their M-shoppers based on the findings of this research.
