M-Commerceusage experience (perceived ease of use and perceived usefulness)

The first hypothesis this study examines the influence of smart mobile device usage experienceon consumers’ satisfaction with an s-commerce site. Since 2011, sales of smart mobile devices such as smartphones and tablets have overtaken PC sales (Mintel report, 2014c); mobility and convenience are crucial as people rely more heavily on the Internet for tasks ranging from grocery shopping to social networking. The revolution of mobile applications and platforms has impacted consumers’ usage of m-commerce and online social networks. M-commerce involves the sale of goods, services and content through the Internet and wireless connections (Au and Kauffman, 2008). In this study, users’ mobile device usage experience is formed by their perceptions regarding mobile devices’ perceived ease of use and perceived usefulness (Kim et al., 2010).

3.2.1.1. Perceived Usefulness

Perceived usefulness can be defined as the degree to which a consumer believes that using a particular mobile device will enhance the completion of a task, such as information gathering or performance (Davis et al., 1989). Scholars have studied perceived usefulness in different contexts, such as adapting e-commerce technology (Gefen et al., 2003), online booking (Kucukusta et al., 2015), and online shopping (Matute et al., 2016). The results of these studies suggest that perceived usefulness is an important antecedent of a user’s satisfaction and attitudes toward a new technology. In other words, it is important for practitioners to ensure that potential users realise the benefits of a new technology, such as showing users how a mobile device can help them to obtain better deals and additional discounts.

3.2.1.2. Perceived Ease of Use

Perceived ease of use is defined as the degree to which a consumer believes that using a particular mobile device would be free from effort (Davis et al., 1989). Various studies have examined the effect of perceived ease of use, and the results consistently support that this factor can have a profound impact on a consumer’s attitude toward new technology (Agarwal and Prasad, 1999; Davis et al., 1989; Venkatesh and Davis, 1996). For example, Duray et al. (2000) determined that in the online shopping environment, certain processes can be complex and challenging for users; therefore, it

84 is important to have a user-friendly interface to increase usage behaviours. A user- friendly interface includes a good online layout design, effective search engines, and transparent navigational structures(McKinnery et al., 2002; Shim et al., 2001).

3.2.2. Satisfaction

Cardozo (1964) adopted the concept of satisfaction in marketing research to measure customer satisfaction after the purchase of a service or product. Positive disconfirmation and satisfaction exist if a consumer’s perceptions exceed their expectations (Oliver, 1981).Eggert and Ulaga (2002) considered satisfaction as a strong predictor for behavioural variables such as repurchase intentions, WOM recommendations, or loyalty. Oliver (1980) argued that marketing research adopted satisfaction as a measure of customers’ post-purchase satisfaction.

Consumer satisfaction has a significant influence on purchase intentions (Bai et al., 2008; Kim et al., 2006) and plays an important role in determining end-user responses (Khalifa and Liu, 2003; Shiau and Luo, 2012). Devaraj et al. (2002) measured customer satisfaction in the e-commerce context and found that satisfaction is a key determinant for customers. Many researchers have studied satisfaction and demonstrated the actual difference between consumer expectations and actual satisfaction and, further, how satisfaction affects purchase intentions (Bai et al., 2008; Bhattacherjee, 2002; Kim et al., 2006).

LaTour and Peat (1979) suggested that satisfaction and attitudes are different factors of purchase intention; however, Hong et al. (2006) argued that attitudes include satisfaction, while Churchill and Suprenant (1982) and Lee (2010) argued that satisfaction is an attitude. This study follows previous studies that measured satisfaction as an attitude.

Agrebi and Jallais (2015) empirically tested hypotheses between TAM constructs (perceived ease of use, perceived usefulness and perceived enjoyment) and customer satisfaction in a mobile shopping environment. The results of the three constructs were significant, meaning that as the extent to which mobile purchasing is recognised as easy to use, useful and enjoyable increases, satisfaction increases.

85 This result confirms previous studies on the e-commerce context (Devaraj et al., 2002), mobile service context (Thong et al., 2006), information quality (Ghasemaghaei and Hassanein, 2015), transaction process, content reliability (Choi et al., 2008) and trust (Lin and Wang, 2006).

Based on the above literature, the following hypothesis is proposed.

H1: Consumers’ smart mobile device usage experience will positively affect their satisfaction

The second hypothesis tested in this study is the relationship between s-commerce site satisfaction and consumers’ s-commerce site usage experience. According to Hajli (2015), recommendations and referrals are important elements of s-commerce. In an online environment, customers rely on other consumers’ experiences and satisfaction because they are unable to experience products or services prior to purchase (Senecal and Nantel, 2004; Hajli, 2015).

Giese and Cote (2000) suggested that satisfaction consists of three essential components: summary affective response, time of determination and satisfaction focus around product choice, purchase, and consumption. According to prior user satisfaction studies (DeLone and McLean, 2003; Giese and Cote 2000), satisfaction is a summary affective response tos-commerce activities and can vary in intensity. According to Yu and Dean (2001) and Bennett and Rundle-Thiele (2004), the antecedents of satisfaction can be emotional or cognitive. Social interaction ties among members of an online social network or community have enhanced the intensity, frequency and breadth of the exchange of s-commerce usage experiences (Chang and Chuang, 2011). Strong social interaction ties likely originate from positive emotional reactions as a result of increasing online social community members’ satisfaction through s-commerce use.

This study expects the relationship between satisfaction and s-commerce usage experience to be positive. Based on previous literature, this study proposes the following hypothesis.

H2: Consumers’ satisfaction will positively influence their s-commerce usage experience

86 3.2.3. Knowledge sharing

The third hypothesis of this research addresses the relationship between consumers’ smart mobile device usage experience and their intention to share knowledge on s- commerce sites via smart mobile devices.

Wang and Fesenmaier (2003) suggested that people could be less likely to interact and share knowledge if communication technology is confusing, technically demanding and difficult to use. Teigland and Wasko (2004) found that high participation in an online network was encouraged by the use of technology that allowed people to easily receive postings online, regardless of their physical location. Gray (2004) provided evidence that as the ease of technology use increases, the physical or mental effort needed decreases, and hence, the likelihoodthat people will use it to share knowledge increases.

The development of Web 2.0 based on the Internet contributed to a significant increase in the use of online social networks (Hajliet al., 2015). The development of mobile technology and the significant increase in smart mobile device use encouraged users to share knowledge via mobile devices.

According to Zhang et al. (2012), smart mobile devices increase the demand for users to use SNS and social media with multiple functions. Based on the literature reviewed, this study proposes that a consumer’s smart mobile device usage experience will positively affect his or her intention to share knowledge via mobile devices.

H3: Consumers’ smart m-commerce usage experience will positively affect their intention to share knowledge

The fourth hypothesis examined in this study addresses the effect of knowledge sharing intention on consumers’ s-commerce site usage experience. Through the online community, users build strong relationships, a common vocabulary, the persistence of common meaning, a shared history and knowledge on a specific interest or community (Stanoeyska-Slabeva, 2002)..

According to McInerney (2002), knowledge can be acquired by reading and listening to others. In an online social network environment, individuals read posts and listen to others through smart mobile devices.

87 Sharratt and Usoro (2003) suggested that online conversations can occur through e- mail and online discussion forums. Pongsakornrungsilp and Schroeder (2011) added that s-commerce has transformed users’or participants’passive behaviour into active content creation, which encourages community members to share knowledge among themselves.

Erden et al. (2012) argued that the impact of online community on people’s intention to share knowledge has not been a popular subject among researchers, and few studies have been conducted on the topic. To contribute to the literature, this study proposes that consumers will have better s-commerce site visitation experiences if they have stronger intentions to share knowledge on s-commerce sites when using smart mobile devices.

H4: Consumers’ intention to share knowledge will positively influence their s- commerce usage experience