This study explores consumer purchase intentions in mobile shopping APP based on the SERVQUAL model and consumer innovativeness. We investigate the impact of four dimensions: website design, information quality, assurance , and compatibility on purchase intention, and demonstrate the mediating role of overall service quality. We also study the moderating effect of consumer innovativeness on the overall quality of service in mobile shopping APP and the consumer's intention to purchase. Therefore, in this study, we conducted a survey of Chinese consumers who have used mobile shopping APP and conducted an empirical analysis using SPSS and Amos. The results shows that website design, information quality, assurance, compatibility, and service quality has a direct significant impact on purchase intention. Overall quality of service has a direct significant effect on the purchase intention. In addition, when the consumer innovativeness is low, overall service quality has a significant effect on the purchase intention, and when the consumer innovativeness is high, the impact on the purchase intention was reduced. The results of this study suggest that companies should manage website design, information quality, assurance and compatibility to increase consumer purchasing intention.