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

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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)

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.

Suggested Citation

  • Atandile Ngubelanga & Rodney Duffett, 2021. "Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective," Sustainability, MDPI, vol. 13(11), pages 1-29, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:5973-:d:562211
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    4. Ewa Jaska & Agnieszka Werenowska & Agata Balińska, 2022. "Environmentally and Socially Sustainable Behaviors of Generation Z in Poland Stimulated by Mobile Applications," Energies, MDPI, vol. 15(21), pages 1-16, October.
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    6. Tian Chen & Chun-Ming Yang & Kuen-Suan Chen & Ting-Hsin Hsu, 2021. "Fuzzy Evaluation Model of Bank APP Performance Based on Circular Economy Thinking," Mathematics, MDPI, vol. 9(21), pages 1-11, October.
    7. Taoufiq Dadouch & Bouchra Bennani & Malika Haoucha, 2023. "Consumer Acceptance of Mobile Shopping Apps, From Basic Apps to AI-Conversational Apps: A Literature Review," Post-Print hal-04194657, HAL.
    8. Nilashi, Mehrbakhsh & Abumalloh, Rabab Ali & Samad, Sarminah & Alrizq, Mesfer & Alyami, Sultan & Alghamdi, Abdullah, 2023. "Analysis of customers' satisfaction with baby products: The moderating role of brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    9. Soyoung An & Thomas Eck & Huirang Yim, 2023. "Understanding Consumers’ Acceptance Intention to Use Mobile Food Delivery Applications through an Extended Technology Acceptance Model," Sustainability, MDPI, vol. 15(1), pages 1-14, January.
    10. Agata Balińska & Ewa Jaska & Agnieszka Werenowska, 2021. "The Role of Eco-Apps in Encouraging Pro-Environmental Behavior of Young People Studying in Poland," Energies, MDPI, vol. 14(16), pages 1-16, August.
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    12. Jorge Serrano-Malebran & Cristian Vidal-Silva & Iván Veas-González, 2023. "Social Media Marketing as a Segmentation Tool," Sustainability, MDPI, vol. 15(2), pages 1-16, January.

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