Identifying Key Factors for Increasing Royalty of Customers in Mobile Shopping Services.

With the rapid development of information and communication technology and the well constructed wireless network environment, mobile shopping has been one of critical consumer behaviors in e-commerce. In previous works, researchers have developed lots of dimensions or models to measure the service quality of mobile shopping. However, they did not identify the key factors for increasing customer loyalty. Besides, traditional feature selection methods need domain knowledge which is hard to be obtained from experts to assist them to select important features. Therefore, this work aims to propose a new method called IS-DT method which combined I-S model and decision tree to extract useful factors in mobile shopping for improving loyalty. Finally, an actual case will be provided to illustrate the effectiveness of our proposed method. [ABSTRACT FROM AUTHOR]