Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective

Atandile Ngubelanga,Rodney Duffett

doi:10.3390/su13115973

Atandile Ngubelanga, Rodney Duffett

Open Access

https://doi.org/10.3390/su13115973

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Journal: Sustainability	Publication Date: May 26, 2021
Citations: 37	License type: CC BY 4.0

Affiliation: Cape Peninsula University of Technology

Abstract

The continued growth for both smartphone usage and mobile applications (apps) innovations has resulted in businesses realizing the potential of this growth in usage. Hence, the study investigates the antecedents of customer satisfaction due the usage of mobile commerce (m-commerce) applications (MCA) by Millennial consumers in South Africa. The conceptual model antecedents were derived from the extended Technology Acceptance Model (TAM). The research made use of self-administered questionnaires to take a cross section of Millennial MCA users in South Africa. The sample comprised of nearly 5500 respondents and the data was analyzed via structural equation and generalized linear modeling. The results revealed that trust, social influence, and innovativeness positively influenced perceived usefulness; perceived enjoyment, mobility, and involvement positively influenced perceived ease of use; and perceived usefulness and perceived ease of use were positive antecedents of customer satisfaction. Several usage and demographic characteristics were also found to have a positive effect on customer satisfaction. It is important for businesses to improve customer experience and satisfaction via MCA to facilitate a positive satisfaction and social influence among young technologically savvy consumers.

Highlights

The results indicated that trust, social influence, and innovativeness were positively associated with perceived usefulness; perceived enjoyment, mobility, and involvement were favorably associated with perceived ease of use; and perceived usefulness and perceived ease of use were positive antecedents of customer satisfaction owing to mobile commerce applications (MCA) usage among South African Millennials
The study was promoted by the increase in usage and appetite for engaging with mobile apps, which has led to businesses around the world increasing their MCA utilization as an additional business channel
Millennial consumers have the largest buying power; some might not be the primary earners of the money, they influence and conduct the most transactions within households

Summary

Introduction

Electronic commerce (e-commerce) and mobile commerce (m-commerce) sales are estimated to reach nearly USD 4.9 trillion in 2021, which is a 14% increase compared to 2020 [1]. The increase in mobile app engagement has led to businesses around the world utilizing mobile commerce applications (MCA) as an additional business channel. The lockdown restrictions due to the COVID-19 pandemic have irrevocable altered the global shopping landscape, which has resulted in a number of consumers using digital shopping platforms for the first time, and many are still anxious about returning to brick-and-mortar stores [1,2]. Wurmser [2] predicts that the effect of the COVID-19 pandemic will increase mobile usage and activities over the long-term, but some of the m-commerce gains received during the lockdowns will not endure once these restrictions are lifted. It is estimated that by 2023, there will be around 1.3 billion mobile payment users globally [3]

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