A Hybrid SEM-Neural Network Modeling of Quality of M-Commerce Services under the Impact of the COVID-19 Pandemic

The research purpose is to contribute the understanding of COVID-19 pandemic impact on intensification commercial transactions mobile channel (m-commerce) and identify most significant factors that act consumer behavior based development a conceptual model establish influence m-commerce service quality customer satisfaction loyalty. data were collected through survey addressed customers who, during 2021–2022, made at least one purchase m-commerce. analysis was performed with SPSS Statistics Amos software, using hybrid approach: Structural Equation Modeling (SEM) Artificial Neural Network (ANN). results confirm hypotheses presented in this study. Both models identified services offered by m-commerce, satisfaction, trust as determining for increasing loyalty virtual commerce. novelty study consists an interconnected some variables specific commerce, which have not been used combination specialized literature. This can be basis other studies. In addition, it provides valuable business environment (forecasts) obtaining improved, personalized, secure commerce services.