Understanding The Benefit of Satisfaction Toward Mobile Shopping Applications

Abstract

The growth of information and communication technology, especially, the digital age, enhance the popularity of mobile applications. This study aims to analyze the important of satisfaction in mobile shopping applications. Shopee is a mobile shopping application based in Southeast Asia, an e-commerce platform that connects both buyers and sellers in transaction and do online shopping experience, even in smartphones. Refers to technology acceptance model (TAM) Theory, and this study examine other antecedents: enjoyment, innovativeness, and risk as predictor satisfaction. Further, the role of satisfaction in increasing repurchase intention, and reduce price sensitivity. Eight hypotheses were analyzed by structural equation modeling approach, using 734 respondents that were collected by purposive sampling. The result demonstrated that except innovativeness, all antecedents could drive satisfaction. Furthermore, satisfaction influences influences price sensitivity directly, and indirectly through repurchase intention. Based on thd finding, online marketers must concern toward some risk in order to decrease price sensitivity on mobile shopping applications. Keywords—e-commerce, satisfaction, mobile shopping application, repurchase intention, price sensitivity.