Exploring the Determinants of Users’ Satisfaction in Mobile Commerce

Abstract

The present study aims to identify the determinants of mobile commerce users’ satisfaction in the Sri Lanka context. In addition, it aims to assess the degree mobile commerce users’ satisfaction and the degrees of Trust, Social influence, Perceived usefulness, Mobility, Perceived enjoyment and Customization in relation to mobile commerce in the Sri Lanka context. To achieve these objectives, a questionnaire was developed with items that capture the dimensions: Trust, Social influence, Perceived Usefulness, Mobility, Perceived Enjoyment, Customization and Customers’ satisfaction. Questionnaires were conveniently distributed to the two hundred and fifty undergraduates of mobile commerce users in Sri Lanka. Reliability analysis was performed to measure the internal consistency of the items used to measure the dimensions considered in the study. Univariate analysis was performed to assess the degrees of the dimensions and the multiple linear regression analysis was applied to identify the factors affecting the mobile commerce users’ satisfaction. The results indicated that Trust, Perceived usefulness, Mobility, Perceived enjoyment, Customization and Users’ satisfaction for the mobile commerce are at high level whereas the degree of social influence for mobile commerce is at moderate level among the undergraduates in Sri Lanka. Trust, Perceived usefulness, Mobility, Perceived enjoyment and Customization are the significant determinants of mobile commerce users’ satisfaction and among these determinants Trust is the most influential predictor of mobile commerce users’ satisfaction followed by Perceived usefulness, Perceived enjoyment, Customization and Mobility. The findings of this study assist the mobile commerce providers, academics and practitioners to develop and implement the users’ satisfaction in relation to mobile commerce.