Transaction Utility Perspective of Customer Satisfaction towards M-Commerce in Taiwan

Abstract

This study explores the issues affecting customer satisfaction towards m-commerce in Taiwan. Given the rapid changes in the m-commerce industry in Taiwan, and that extant literature on customer satisfaction towards m-commerce is mostly based on data outside Taiwan, an information-rich and robust two-stage mixed method study was adopted. The first stage involves two nominal group technique sessions where resultant data became the basis of questionnaire survey in stage two. Results from 237 surveys indicate that Taiwan shoppers expect convenience, relevant information, and simplify taxes when performing cross-border shopping via m-commerce. Taiwanese customers expect expedient delivery of purchases make through m-commerce. Respondents are moderately satisfied and pleased with their m-commerce experience. Issues affecting customer satisfaction towards m-commerce in Taiwan include: complex websites, intrusive advertisements, poor consolidation of logistics where different vendors in same m-commerce platform charged logistic costs separately, and un-standardized pricing for same product/brand in same m-commerce platform. There is a demand for major online shopping platform like Amazon in Taiwan who currently did not shipped to Taiwan. The findings in this study would appeal to m-tailers in Taiwan.