Abstract:
Mobile commerce is the most popular feature around the world as well as in Sri
Lanka. People are tending to do transactions with handheld devices by using those
social media and also by using e-commerce websites. As well as most business
organrzations try to use m-commerce to sell their product and to increase their market.
Therefore customer satisfaction and continuance intention have been identified as an
important phenomenon in relation to mobile commerce. The main objective of this
study is to measure the moderating effect of gender on customer satisfaction and
continuance intention in Sri Lankan context. To achieve the objectives, a
questionnaire was developed with items that capture the dimensions of customer
satisfaction such as content, accuracy, and format, ease of use, timeliness, and safety
and continuance intention. Questionnaires were conveniently distributed to the one
hundred and fifty mobile commerce users in Matara district. Reliability analysis was
perform to measure the internal consistency of the item used to measure the variables.
Univariate analysis was performed to assess the degrees of the dimensions, correlation
analysis was used to analyze the relationship between variables simple linear
regression analysis was applied to identify the impact of satisfaction on continuance
intention, and the moderation regression analysis was applie d, to analyze moderating
effect of gender.
The results indicated that the dimensions and variables are at high level among the mcommerce customers in Matara district. And there is a significant positive relationship
between satisfaction and continuance intention. The results found out that safety is the
most significant dimension of predicting CI. And it found out gender has a positive
moderating effect on the relationship between customer satisfaction and continuancp
intention in Matara district.
The findings of this study assist the mobile commerce providers, academics and
practitioners to develop and implement the users' satisfaction and continuance
intention in relation to mobile commerce.
