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

Atandile Ngubelanga and Rodney Duffett
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Atandile Ngubelanga: Marketing Department, Faculty of Business and Management Sciences, Cape Peninsula University of Technology, Cape Town 8000, South Africa
Rodney Duffett: Marketing Department, Faculty of Business and Management Sciences, Cape Peninsula University of Technology, Cape Town 8000, South Africa

Sustainability, 2021, vol. 13, issue 11, 1-29

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.

Keywords: mobile commerce applications (MCA); mobile apps; m-commerce; Millennials; customer satisfaction; extended Technology Acceptance Model (TAM); African developing country; South Africa (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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