Customer satisfaction factors of mobile commerce in Korea

Purpose - The purpose of the paper is to distinguish features of m-commerce from those of e-commerce and identify factors to influence customer satisfaction (m-satisfaction) and loyalty (m-loyalty) in m-commerce by empirically-based case study. Design/methodology/approach - First, based on previous literature, the paper builds sets of customer satisfaction factors for both e-commerce and m-commerce. Second, features of m-commerce are identified by comparing it with current e-commerce through decision tree (DT). Third, with the derived factors from DT,significant factors and relationships among the factors, m-satisfaction and m-loyalty are examined by in-satisfaction model employing structural equation model. Findings - The paper finds that m-commerce is partially similar in factors like transaction process and customization which lead customer satisfaction after connecting an m-commerce site, but it has unique aspects of content reliability, availability, and perceived price level of mobile Internet (m-Internet) which build customer's intention to the m-commerce site. Through the m-satisfaction model, content reliability, and transaction process are proven to be significantly influential factors to m-satisfaction and m-loyalty. Research implications/limitations - The paper can be a meaningful step to provide empirical analysis and evaluation based on questionnaire survey targeting actual users. The research is based on a case study on digital music transaction, which is indicative, rather than general. Practical implications - The paper meets the needs to focus on customer under the fiercer competition in Korean m-commerce market. It can guide those who want to initiate, move or broaden their business to m-commerce from e-commerce. Originality/value - The paper develops a revised ACSI model to identify individual critical factors and the degree of effect.