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ARTICLE Mobile
commerce in
Customer satisfaction factors of Korea
mobile commerce in Korea
313
Jeewon Choi
Department of Industrial Engineering, Seoul National University, Received 1 May 2007
Seoul, South Korea Revised 24 March 2008
Accepted 3 April 2008
Hyeonjoo Seol
Department of Industrial Engineering, Korean Air Force Academy,
Cheongjoo, South Korea, and
Sungjoo Lee, Hyunmyung Cho and Yongtae Park
Department of Industrial Engineering, Seoul National University,
Seoul, South Korea

Abstract
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 m-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.
Keywords Customer satisfaction, Customer loyalty, Communication technologies, Korea,
Electronic commerce
Paper type Research paper
Internet Research
Vol. 18 No. 3, 2008
1. Introduction pp. 313-335
Internet and telecommunications have been increasingly prevalent in daily life since q Emerald Group Publishing Limited
1066-2243
the 1990s. In 2005, there were approximately 964 million Internet users and 2,168 DOI 10.1108/10662240810883335
INTR million mobile phone users worldwide (Internet Telecommunication Union (2007)).
18,3 Especially in Korea, there has been a rapid increase in the number of mobile phone users
since the late 1990s, a trend that has been continuously and strongly upward (National
Computerization Agency, 2004). Under this circumstance, new needs for using the
Internet beyond time and place brought mobile Internet (m-Internet) to the world.
Development of the Internet and related technologies led us to various new
314 opportunities for transaction, providing firms with new ways to conduct business and
exchange/communicate information through the development and broadening of the
e-commerce market (OECD, 2001). Like then, as a new type of communication service
using Internet beyond time and place by mobile device emerges, new opportunities are
created to transact various digital contents or services, called mobile commerce
(m-commerce) (SERI, 2003). Belonging only to a specific individual, a mobile device
allows users to access service more conveniently as well as to have more personalized
services than those of the existing wired Internet. Especially in Korea, m-commerce
market shows rapid growth thanks to the penetration of m-Internet; in 2006, Korean
m-Internet subscribers total about 14.4 million, approximately 31.6 per cent of the
Korean population over the age of six (NIDA (2007)).
To understand the present state of Korean m-commerce, we explored its features
based on frequently used m-commerce service in Korea (NIDA (National Internet
Development Agency of Korea), 2005) – cell phone ring tone download, music
streaming/download, photo/video file transfer/download, mobile game download,
e-mail service, search service, video streaming, and GPS service, respectively
according to the frequency of uses. The most frequently used services are mainly
related to content download or location-based service. The most distinct features of
these are as follows. First, products/services are provided on payment, with additional
fees for connection. Second, mobile portal is the gateway to m-commerce because all
the connection, navigation, and transactions are conducted through it. Third, it can
provide location-, customer-, personalization-, presence-, and context-based service
thanks to the portability of private mobile devices (Samuelsson and Dholakia, 2003).
Due to the differences of m-commerce from the existing commerce as well as its
rapid growth, recent years have seen an increasing discussion on m-commerce. In the
initial stage of such discussions, studies focusing on technological aspects were
mainstream because of the immaturity of the related technologies (Kim et al., 2005). In
addition, researches had the viewpoint of firms (Buellingen and Woerter, 2004), or
those of dealing with technology acceptance of m-Internet (Burner and Kumar, 2005;
Cheong and Park, 2005; Wu and Wang, 2005) were paid attention. Now, however,
technologies and circumstances are developing. In Korea, only three mobile
telecommunication companies are competing under similar technological
infrastructure, but today’s competition is much fiercer than before. As demonstrated
in previous studies, under circumstances such as these, marketing strategies to focus
on customers as well as to increase their satisfaction and loyalty are strongly necessary
to increase revenue and success in market (Song et al., 2001; Ghinea and Angelides,
2004; Yi and La, 2004; Lin and Wang, 2006). Nevertheless, researches on customer
satisfaction or loyalty in m-commerce are not yet receiving a great deal of attention.
M-commerce is different from “current e-commerce” – from now on, it is called
“e-commerce” – in some aspects, so it is necessary to identify the features of
m-commerce by comparing it with e-commerce in order to define it. This will be helpful
for service providers who want to move their business area from the wired Mobile
Internet-based to mobile Internet-based environment. commerce in
To meet the need for new research to consider and grasp customers’ viewpoint, this
study aims to identify critical factors affecting customer satisfaction in m-commerce by Korea
comparison with e-commerce. To do so, this study sets the boundary of m-commerce as a
transaction of digital content, and follows three phases. First, customer satisfaction
factors for m-commerce and e-commerce are extracted from the literature. For more 315
thorough and effective comparison, a case study with a questionnaire survey is
conducted, focusing on the digital music service. Second, features of m-commerce are
identified by building decision trees (DTs) of both types of commerce and comparing
them. Third, with the derived factors of m-commerce from DT, influential factors and the
relationships among factors, customer satisfaction, customer complaint, and customer
loyalty are scrutinized by examining the proposed customer satisfaction model in
m-commerce (m-satisfaction model) employing structural equation model (SEM).
The remainder of this paper is organized as follows. Section 2 deals with the
relevant studies to obtain both theoretical and methodological background. The
research design is explained in Section 3, and the case study is analyzed and discussed
in Section 4. The paper ends with conclusions in Section 5.

2. Literature review
Many researchers have studied influential factors on customer satisfaction and loyalty
in current e-commerce, which are called e-satisfaction and e-loyalty, respectively. We
reorganize the factors proposed by the previous studies into eight factors according to
their sub-factors such as convenience, transaction process, web site reliability,
information, site design, customer service, price, and security/privacy. They are shown
in Table I.
Though m-commerce has penetrated everyday life, customer satisfaction in
m-commerce (m-satisfaction) has rarely been studied because of its short history. As
an initiating stage of m-commerce, most of the researches paid attention to the
customer’s intention to accept m-Internet, rather than customer satisfaction in
m-commerce. Though customer satisfaction is different from customer acceptance, in
some researches on success of e-commerce, measuring intent to adopt e-commerce was
also proposed as a method to evaluate the success of e-commerce indirectly as well as
customer satisfaction (Lee et al., 2007). In addition, customer acceptance leads customers
to use m-Internet or m-commerce, and then customer satisfaction is built. Thus, it is
meaningful to review those studies, and we reorganized ten essential factors for
m-satisfaction. They are categorized into convenience, transaction process, mobile portal
reliability, information, representation, price, security/privacy, usefulness, experience,
and use behavior. Sub-factors and researchers of each driver are shown in Table II.
M-commerce is equal to e-commerce in types of products and transaction process.
Customers buy not only digital but also physical products/services through both of
them, which are respectively obtained by online download and delivery process.
They are partially similar in the aspect of additional cost to use. Both types of
commerce require Internet connection fees, but customers’ perceptions of price level are
different. In Korea, as the country with the highest broadband penetration rate of 70.8
per cent (NIDA, 2006), monthly subscription is popular, charged to a unit of group like
a household, rather than an individual. It lightens user’s burden of additional cost for
INTR
Factors Description Researchers
18,3
Convenience Ease of use Zeithaml et al. (2000), Szymanski and Hise (2000),
Ease of access/navigation Donthu (2001), Francis and White (2002),
Ease of understanding Loiacono et al. (2002), Bansal et al. (2004),
Usefulness Schaupp and Belanger (2005)
316 Functionality of web store
Transaction Order process Zeithaml et al. (2000), Donthu (2001), Francis and
process Efficiency White (2002), Loiacono et al. (2002) Bansal et al.
Clearness of order process (2004), Schaupp and Belanger (2005)
Transaction time
Response time
Delivery Process
Delivery time
Product treatment during
delivery
Delivered product
Web site reliability System Zeithaml et al. (2000), Donthu (2001), Francis and
System reliability White (2002), Loiacono et al. (2002), Bansal et al.
Product (2004), Schaupp and Belanger (2005)
Value competitiveness
Variety of products
Uniqueness of product
Quality guarantee
Information Usefulness of information Szymanski and Hise (2000), Francis and White
Pre-information of product (2002), Loiacono et al. (2002), Bansal et al. (2004)
Consistent image
Security/privacy Safety of transaction Zeithaml et al. (2000), Szymanski and Hise (2000),
Privacy Donthu (2001), Francis and White (2002),
Schaupp and Belanger (2005)

Price Bansal et al. (2004)

Site design Beauty of site design Szymanski and Hise (2000), Donthu (2001)
Visibility
Table I.
Customer satisfaction Customer service Degree of customization/ Zeithaml et al. (2000), Francis and White (2002),
factors of e-commerce in personalization Srinivasan et al. (2002), Loiacono et al. (2002)
the previous studies Degree of interaction Bansal et al. (2004), Schaupp and Belanger (2005)

e-commerce, so perceived level of connection fee is very low. Using m-commerce

through m-Internet, however, the connection fee is charged to each individual or device
to connect in every unit time or byte, because of the initial stage of wireless Internet.
Though there are some m-Internet users subscribing monthly fee, both the perceived
and absolute level of price for each individual is still relatively higher than that of
wired Internet. About 30 per cent of Korean mobile phone subscribers do not use
m-Internet because of the high cost for using m-Internet, and more than 90 percent of
m-Internet users are not satisfied with the level of price (NIDA, 2008).
And the most representative differences are ways of connection and devices.
M-commerce needs mobile portal as a gateway to access the m-commerce site through
Factors Description
Convenience Perceived ease of use
Ease of navigation
Transaction Transaction time
process Transaction process
Mobile portal Systems
reliability Perceived risk
Perceived system quality
Compatibility
Product
Perceived content quality
Degree of content up-to-date
Variety of content
Information Categorization of information Kim et al. (2005)
Naming of information
Price Cost
Perceived level of price
Security/privacy
Usefulness Perceived usefulness
Usefulness of content
Experience Internet experience
User behavior Attitude to m-Internet
Intention to use
Representation Size of image/text
Readability of information
Convenience of navigation
Researchers Mobile
commerce in
Cheong and Park (2005), Wu and Wang (2005),
Kim et al. (2005) Korea
Ghinea and Angelides (2004), Kim et al. (2005)
Cheong and Park (2005), Wu and Wang (2005),
317
Kim et al. (2005)
Ghinea and Angelides (2004), Cheong and Park
(2005), Wu and Wang (2005)
Ghinea and Angelides (2004)
Cheong and Park (2005), Wu and Wang (2005),
Kim et al. (2005)
Cheong and Park (2005)
Cheong and Park (2005), Wu and Wang (2005)
Table II.
Kim et al. (2005) Essential factors of
m-Internet acceptance in
the previous studies

private handheld devices such as cell phones. Thus, m-commerce is superior to

e-commerce to provide location-, customer-, personalization-, presence-, and
context-based services.
Comparisons between e-commerce and m-commerce are summed up in Table III.
Overall research framework is illustrated in Figure 1.

3. Research design
3.1 Overall research framework
This paper follows three phases shown in Figure 2 to identify features of m-commerce
by comparing m-commerce with e-commerce and evaluating m-loyalty as well as
m-satisfaction. The first phase is to extract factors affecting customer satisfaction in
both types of commerce. These are then applied to questionnaire items and surveyed
empirically targeting actual users. In this phase, for more clear and effective
comparison we narrow the scope of products/services; the products/services transacted
mainly in Korean m-commerce are digital content in contrast to e-commerce, which
covers not only digital contents but various physical products. This makes it hard to
INTR
E-commerce M-commerce
18,3
Type of product/service Physical products
transacted Virtual products: digital content, information, etc.
Transaction process Offline delivery
Online download
318 Perceived level of additional cost Very low Relatively high and
to use burdensome

Table III. Way of connection Directly connect to the web site Mobile portal as a gateway
Similar and different Device Immovable or portable device Portable/handheld device
aspects of m-commerce Public or private device Private device
with e-commerce e.g. Desktop PC, notebook, etc. e.g. Cell phone, PDA, etc.

Figure 1.
Overall research
framework

compare m-commerce with e-commerce. Thus, the target of the survey is limited to the
download/streaming service of digital content.
In the second phase, the influential factors for customer satisfaction of each type of
commerce are derived through DT analysis of the responses of questionnaire survey.
DT is one of the most popular data mining methods and a powerful tool for
 Mobile
commerce in
Korea

319

Figure 2.
M-satisfaction model

classification and prediction (Berry and Linoff, 2000). It systematically analyzes the
information contained in an abundant data source to extract valuable rules and
relationships (Chen et al., 2003; Chou, 1991). DT is also useful to extract models
describing important data classes (Kim et al., 2005), and it is easy to understand and
map to the sets of rules (Berry and Linoff, 1997). DT is a set of nested if-then statements
(Kim et al., 2001), and thus in many studies on marketing and customers it is frequently
used to find out important factors (Nicolini and Salini, 2006) or to detect/predict
customers’ behavior (Kim et al., 2001, 2005; Song et al., 2001). In this study, we build
classification trees with customer satisfaction as target variable and several customer
satisfaction factors as input variables. We conduct binary split by entropy index, and
customer satisfaction is rated as 0 when dissatisfied and 1 when satisfied. Thus, DT
analysis leads us to identify both the parallel and unique features of m-commerce.
The third phase is evaluation of m-satisfaction and m-loyalty. Based on the derived
important factors and features of m-commerce in the second phase, an m-satisfaction
model that applies SEM and hypothesizing relationships is developed. SEM can
identify causal relationships among constructs of the model by combination of factor
analysis and regression analysis (Kim, 2001). SEM follows this process – after
confirmatory factor analysis (CFA) – to find out hidden factors without measurement
errors, regression analysis is conducted by linking them to identify relationships
among variables. Two advantages of SEM over previous methodologies are that
intrinsic measurement errors can be found, and the possibility of a holistic test. It is
also possible to know relative importance of each measurement item belonging to the
factors, and to identify indirect effect as well as direct effect among the factors.
INTR 3.2 M-satisfaction model and the factors
18,3 ACSI (American Customer Satisfaction Index) model is one of the most popular and
practical models applying SEM that considers a causal relationship between customer
satisfaction antecedents, which are influential in customer satisfaction either positively
or negatively, and consequences such as customer loyalty that is mainly built by
customer satisfaction. It also measures the quality of the goods and services as
320 experienced by customers and then evaluates the performance of firms, industries,
economic sectors, and national economies (Fornell et al., 1996). It is useful because it
shows the effect of perceived quality/value and expectation on the overall customer
satisfaction, and considers both customer complaint and loyalty that build
word-of-mouth and potential customers’ expectations (Lee, 2003). To sum up, ACSI
is embedded in the system of cause and effect relationships (Fornell et al., 1996).
In spite of its popularity, ACSI model has limitations. It cannot identify
characteristics of each industry or goods/service because it applies a uniform model,
and assessment of overall customer satisfaction is based solely on the Gap Theory (So
and Son, 2001). Therefore, ACSI cannot find out which factors affect customer
satisfaction and how much their impacts are individually. In order to overcome these
major limitations, this paper proposes a revised model, named m-satisfaction model
that enables us to scrutinize influential factors on customer satisfaction as well as the
relationships among individual factors, customer satisfaction, complaint, and loyalty
(Figure 2). By using important factors extracted through DT as the antecedents,
linearity and main effects overlooked by DT can be also considered with hypothesizing
the same as ACSI model.
The hypotheses implied in the m-satisfaction model are:
H1. All the antecedents except price have positive effects on customer
satisfaction.
H2. Customer satisfaction negatively affects customer complaints by decreasing
it.
H3. Cstomer loyalty is affected positively by customer satisfaction and negatively
by customer complaints.
The m-satisfaction model enables us to obtain more information about relationships
among antecedent factors and the customer satisfaction consequences as well as the
degree of their effects on customer satisfaction and loyalty. Thus, it is possible to measure
m-satisfaction and m-loyalty and link this research to practical marketing strategies.
In order to compare m-commerce with e-commerce, customer satisfaction factors were
extracted based on literature review in Section 2. As aforementioned, there are both
similarities and differences between m-commerce and e-commerce. Considering the
similarities, there are nine factors in common: “convenience”, “transaction process”,
“system quality”, “content reliability”, “perceived price”, “visibility”, “security”, “customer
service”, and “customization”. To reflect the differences and distinguishing features of
m-commerce, two unique factors – “functionality of mobile device” and “availability”, are
proposed. Table IV shows the operational definitions of the customer satisfaction.
As the aforementioned hypotheses state, customer satisfaction is built by the
customer satisfaction antecedents and then affects both customer complaint and
loyalty. Customer satisfaction includes perceived value of use, overall/relative
 Mobile
Factor Operational definition
commerce in
Common factors Convenience Degree to which a person believes that navigating or Korea
engaging in transactions through e- or m-commerce would
be free of effort
Transaction Degree to which a person can operate an systematically
process efficient and clear order process 321
System quality Degree of connectability and/or availability of web site or
mobile portal
Content reliability Degree to which a person believes that the web site or
mobile portal will give him/her products or service of good
quality and would be trustable to order them
Perceived price Degree of perceived level of paid or possible expenses to
level use e- or m-commerce
Perceived content price
Perceived access costs, transaction fees
Visibility Degree of how much the representation in screen, site
design or visual information is shown properly to users
Security Degree of authorization, authentication, and privacy
statements
Customer service Assistance provided by the web site or mobile portal
regarding questions, issues or problems with using it or
transacting content
Customization Degree of offering or recommending tailored content and
the transactional environment to individual customers
Unique factors of Functionality of Usability of mobile device to use m-Internet in screen size Table IV.
m-commerce mobile device and overall performance Operational definitions of
Availability Degree of ease and frequency of using mobile commerce customer satisfaction
regardless of time and place factors

satisfaction, and degree of usefulness to the others. Customer complaint is affected

negatively by customer satisfaction (Fornell et al., 1996). In other words, the more
customers are satisfied, the less customers complain. It plays a role of customers’
voices and determines customers’ intention of both repurchase and recommendation to
the others. Customer loyalty, which is finally induced from customer satisfaction and
customer complaint, is the degree of close relationships between a specific service
provider and a customer. There are many studies on positive relationships between
customer satisfaction and repurchase intention (Hellier et al., 2003). Thus, it reflects the
concept of lock-in, and it also includes repurchase intention and recommendation to
others.

4. Case study: customer satisfaction in the Korean digital music service

4.1 Data
A questionnaire survey (see Tables V and VI) was conducted on actual users of
m-commerce and e-commerce to verify the suggested framework. The survey focuses
on the digital music service in Korea, including not only download or streaming service
via web site and mobile portal but also music-related content like ring tones, ring back
tones, and other content. All questionnaire items were measured by five-point Likert
scale.
INTR Factor No. Item
18,3
Convenience 1 Overall process from access of web site to content download is easy
2 Approach to content after access to web site is easy
3 Navigating content is easy
Transaction 4 Overall transaction process from choice to purchase of content is
322 process clear
5 It is easy to know which step of transaction process I am on
6 Overall time from start to completion of transaction is satisfying
7 Response time for each step to navigate is satisfying
System quality 8 There is no case that next page is not loaded after access to a web site
due to a technological problem of system
9 An access is not cut due to a technological problem until I cut the
connection
Content reliability 10 A level of content download service via the web site is reliable
11 Various content I want are offered via the web site
12 Services and content from a web site are valuable for me
13 Services and content I want are always available
14 Information about content I want can be offered always
Perceived price 15 Content price which I download through the web site is appropriate
level 16 I can afford prices for content
17 I will use even though content price is increased
Visibility 18 Information about content I want to download via a web site is
enough
19 Content and its pre-information are correspond
20 Information is well arranged to read easily
21 Overall design of the web site I usually use is satisfying
22 Overall design of the web site I usually use is better than other sites
Security 23 Security policies are clarified in a web site
24 Security policies of the web site I usually use is reliable
Customer service 25 Response time to inquiries about content and a web site is rapid
26 Answers about inquires is useful and solves problems
Customization 27 There is content specification, which is recommended for me when I
log on
28 There are various ways to submit inquiries
Customer 29 Content download via a web site is useful to me
satisfaction 30 Overall process from access and search to download via a web site is
satisfying
31 The web site I usually use is more satisfying than others
32 I think content download via a web site is useful to other people
Customer 33 I report my complaints to customer center of the web site
complaint 34 I will hinder people to use the web site by announcing these
complaints
Customer loyalty 35 I will continuously use e-commerce via the web site I usually use
36 I will continuously use e-commerce provided by the web site that I
usually use, even though other web sites offer me similar service or
Table V. benefits
Questionnaire: current 37 I am willing to recommend people to use e-commerce provided by the
e-commerce web site that I usually use
 Mobile
Factor No. Item
commerce in
Convenience 1 Overall process from access of m-Internet to content download is Korea
easy
2 Approach to content after access to m-Internet is easy
3 Navigating content is easy
Transaction 4 Overall time from start to completion of transaction is satisfying 323
process 5 Response time for each step to navigate is satisfying
6 Speed of m-Internet is rapid
System quality 7 Rate of success of access to m-Internet is high
8 There is no case that next page is not loaded after access to
m-Internet due to a technological problem of system
9 An access is not cut due to a technological problem until I cut the
access
Content reliability 10 Various content I want are offered via m-Internet
11 Services and content from m-Internet are valuable for me
12 Services and content I want are always available
13 Information about content I want can be offered always
Perceived price 14 A level of price for using m-Internet is appropriate
level: m-Internet 15 I can afford prices for access to m-Internet
Perceived price 16 A level of content price is appropriate
level: content price 17 A level of download price via m-Internet is appropriate
18 I can afford prices for contents
19 I will use even though content price is increased
Visibility 20 Overall design of screens offered through m-Internet is satisfying
21 Overall design of screens offered through m-Internet is constructed to
help user’s convenience
Security 22 Security policies of a telecommunication company is reliable
23 I think my private information is not exposed to other people
Customer service 24 There is content specification recommended for me when I access
25 There are various ways to submit inquiries
26 Response time to inquiries about content and services is rapid
27 Answers about inquires is useful and solves problems
Functionality of 28 Functionality of the mobile device I currently use is appropriate for
mobile device m-Internet
29 Screen size of the mobile device I currently use is appropriate for
m-Internet
Mobility 30 I frequently use m-Internet to use various services besides contents
download
31 I access m-Internet beyond time and place
32 I access m-Internet while traveling
Customer 33 Content download via m-Internet is useful for me
satisfaction 34 Overall process from access and search to download via m-Internet is
satisfying
35 M-commerce service of telecommunication company I currently use
is more satisfying than other sites Table VI.
36 I think content download via m-Internet is useful to other people Questionnaire:
(continued) m-commerce
INTR
Factor No. Item
18,3
Customer 37 I report my complaints to customer center of the mobile
complaint telecommunication company
38 I will hinder people using m-commerce by announcing these
complaints
324 Customer loyalty 39 I will continuously use m-commerce
40 I will continuously use m-commerce provided by the mobile
telecommunication company that I currently subscribe, even though
other companies offer me similar service or benefits
41 I am willing to recommend people to use m-commerce provided by
Table VI. the mobile telecommunication company that I currently subscribe

Customers between the ages of 15 and 24 occupy 40 per cent of all customers in Korean
m-commerce (ETRI, 2000). Thus, the questionnaire survey targeted high school and
university students who have experience with digital music service in both types of
commerce. The survey was conducted in Seoul, Korea for a month during September,
2006. A total of 247 out of 300 questionnaire results were available for analysis because
it requires customers experiencing both the e-commerce and m-commerce; 126 for
e-commerce and 121 for m-commerce, with response rates of 84 and 81 per cent
respectively. Table VII shows demographic information of the respondents.
Internal consistency of questionnaire items were verified with Cronbach’s alpha. It
is a popular method to measure reliability, and in general, it is acceptable with its value
of 0.6 or higher (Nunnally, 1978). In this study, the values of Cronbach’s alpha for
m-commerce and e-commerce were both about 0.93, which excellently verified the
internal consistency of items.
Construct validity of factors was verified by CFA. As a result of the factor analysis
shown in Table VIII, the questionnaire items for e-commerce were grouped into nine
factors whose eigenvalue is higher than 1.0. This verified that our first classification of
nine factors for e-commerce was acceptable. In m-commerce shown in Table IX,
however, the questionnaire items in “customization” were classified together with
items in “customer service”. Thus, these items of two factors were grouped into one
factor, named “customer service.” Also, items in “perceived price level” were classified
into two different parts – “price for contents” and “price for use of m-Internet”. To this
end, the “perceived price level” was divided into two different factors – “perceived
price level of content price” and “perceived price level of using m-Internet”.

4.2 Identifying features of m-commerce: comparison with e-commerce

We applied DT analysis to each type of commerce based on the derived factors. The
target variable is binary. Because customer satisfaction was measured through
five-point Likert scale on the stage of survey, 4 and 5 in survey were converted into 1 as
satisfaction and the other responses from 1 to 3 in survey were converted into 0 as
dissatisfaction. All of the nine factors for e-commerce and the 11 factors for
m-commerce are input variables; they were scored by averaging their items of
questionnaire. Entropy index was employed and binary splitting was conducted for the
analysis. Figures 3 and 4 show the results of DT for e-commerce and m-commerce,
respectively.
 Gender ratio Average age Way of charge
Male (%) Female (%) Male Female Flat rate (%) Non-flat (%) Null (%)

E-commerce 74 (56.5) 57 (43.5) 18.7 18.0 33 (25.2) 66 (50.4) 32 (24.4)

M-commerce 72 (55.4) 58 (44.6) 18.7 17.6 47 (36.2) 81 (62.3) 2 (1.5)
Mobile

respondents
characteristics of the
Demographic
Korea

Table VII.
325
commerce in
INTR Factors # of items Itemsa Factor loading
18,3
Convenience (E_CON) 3 E_CON 1 0.876
E_CON 2 0.875
E_CON 3 0.763
Transaction process (E_TP) 4 E_TP 1 0.610
E_TP 2 0.594
326 E_TP 3 0.706
E_TP 4 0.447
System quality (E_SQ) 2 E_SQ 1 0.638
E_SQ 2 0.668
Content reliability (E_CR) 5 E_CR 1 0.360
E_CR 2 0.669
E_CR 3 0.662
E_CR 4 0.757
E_CR 5 0.657
Perceived price level (E_PP) 3 E_PP 1 0.850
E_PP 2 0.552
E_PP 3 0.722
Visibility (E_VIS) 5 E_VIS 1 0.764
E_VIS 2 0.714
E_VIS 3 0.516
E_VIS 4 0.498
E_VIS 5 0.582
Security (E_SEC) 2 E_SEC 1 0.574
E_SEC 2 0.738
Customer service (E_CSE) 2 E_CSE 1 0.738
E_CSE 2 0.802
Customization (E_CUM) 2 E_CUM 1 0.715
Table VIII. E_CUM 2 0.586
Result of factor analysis:
e-commerce Note: a Individual items correspond with questionnaire items in Tables V and VI

Five critical factors for each type of commerce were derived. In e-commerce, these were
“visibility”, “security”, “transaction process”, “convenience”, and “customization”, with
“visibility” found to be the most influential factor. This finding shows conformity with
the results from many previous studies (Szymanski and Hise, 2000; Donthu, 2001).
Also, as mentioned in Section 2, “security”, “transaction process,” and “convenience”
are considered as important factors in many studies (Zeithaml et al., 2000; Szymanski
and Hise, 2000; Donthu, 2001; Francis and White, 2002; Loiacono et al., 2002; Bansal
et al., 2004; Schaupp and Belanger, 2005). In m-commerce, “content reliability”,
“availability”, “transaction process”, “perceived price level of using m-Internet”, and
“customer service” were derived as critical factors.
Comparing the results of DTs, “transaction process” is in common. “Customer
service” in m-commerce and “customization” in e-commerce can be considered as a
common factor because “customer service” in m-commerce includes items of
“customization” in e-commerce. Consequently, there are two common critical factors;
“transaction process” and “customization/customer service.” The other three are
dependent on the types of commerce.
The three factors exclusive to m-commerce, including “content reliability”,
“availability”, and “perceived price level of m-Internet”, reflect the unique features of
Factors # of items Itemsa Factor loading
Mobile
commerce in
Convenience (M_CON) 3 M_CON 1 0.905
M_CON 2 0.851
Korea
M_CON 3 0.828
Transaction process (M_TP) 3 M_TP 1 0.752
M_TP 2 0.856 327
M_TP 3 0.803
System quality (M_SQ) 3 M_SQ 1 0.638
M_SQ 2 0.759
M_SQ 1 0.862
Content reliability (M_CR) 4 M_CR 1 0.629
M_CR 2 0.651
M_CR 3 0.802
M_CR 4 0.655
Perceived level of price: m-Internet (M_PPI) 2 M_PPI 1 0.779
M_PPI 2 0.716
Perceived level price: content price (M_PPC) 4 M_PPC 1 0.835
M_PPC 2 0.846
M_PPC 3 0.764
M_PPC 4 0.476
Visibility (M_VIS) 2 M_VIS 1 0.689
M_VIS 2 0.646
Security (M_SEC) 2 M_SEC 1 0.760
M_SEC 2 0.856
Customer service (M_CSE) 4 M_CSE 1 0.629
M_CSE 2 0.701
M_CSE 3 0.854
M_CSE 4 0.676
Mobile device (DEV) 2 DEV 1 0.870
DEV 2 0.782
Availability (AV) 3 MO 1 0.594
MO 2 0.824
MO 3 0.852 Table IX.
Result of factor analysis:
Note: a Individual items correspond with questionnaire items in Tables V and VI m-commerce

m-commerce. In terms of “content reliability”, the following difficulties or problems

would make it more important than e-commerce. First, it is hard for a mobile device to
show enough pre-information about content in text form because of limited screen size
and difficulty in controlling the device. Second, customers are not willing to use
pre-listening service due to the additional costs. Third, all the content from various
providers cannot be individually verified. Last, due to immaturity of the system for
reviewing experienced services in m-commerce, it is difficult to obtain directly
postscripts or notes after using the services. For it is one of the strengths of
m-commerce, “availability” is derived from the analysis as another important factor.
Even though the “content reliability” is low, it is possible to enhance customer
satisfaction by improving “availability”. The other important but unique factor is
“price level of m-Internet”. As mentioned in 4.1, there are two factors related to perceive
level of price – using m-Internet and content price. It is proven that the cost of using
INTR
18,3

328

Figure 3.
Result of DT for
e-commerce

Figure 4.
Result of DT for
m-commerce

m-Internet is burdensome, while customers perceive content price affordable because it

is also charged in e-commerce. Thus, it is expected that customer satisfaction can be
increased much more than its current levels by lowering the price of m-Internet. For
example, from the result of DT, we can find that customers, who are satisfied with
content reliability but very dissatisfied with transaction process, would be satisfied if
they perceive that the price of m-Internet is reasonable and affordable.
A band-diagram like Figure 5 can be drawn from the results. More analysis to find
out relationships among the derived factors and customer satisfaction consequences is
presented in 4.3.
4.3 Evaluating m-satisfaction and m-loyalty Mobile
DT analysis used in 4.2 can identify the influential factors on customer satisfaction, but commerce in
it cannot provide information about the relationships or degree of influence of the
factors. SEM, however, can accomplish this. Thus, in this section, the derived factors Korea
are applied to the m-satisfaction model employing SEM. It has five influential factors
extracted from DT analysis – “transaction process”, “content reliability”, “perceived
price level of m-Internet”, “customer service”, and “availability”, which are employed 329
as customer satisfaction antecedents. For customer satisfaction consequences,
“customer satisfaction”, “customer complaint”, and “customer loyalty” are employed.
The m-satisfaction model hypothesizes the relationships among the customer
satisfaction antecedents and consequences so that it can give us useful information
about the process of building m-satisfaction and m-loyalty. Examination was
conducted by AMOS 4.0, which employs maximum likelihood as an analysis method.
4.3.1 Model validity. The measurement model test presented a good fit between the
data and the proposed measurement model. For instance, the chi-square/degrees of
freedom (389/257) is used because of the inherent difficulty with sample size and the
ratio is 1.51. The other significant goodness-of-fit indexes are shown in Table X. An
AGFI is 0.92 and RMSEA is 0.071. Thus, the measurement model has a good fit with
the data, based on the criteria including chi-square to degree of freedom ratio, AGFI,
NFI, CFI, TLI, and RMSEA.
Detailed items to measure each latent factor are less than 0.001 of p-value. They
show significant and strongly direct relationships with the latent factors that are
belonged to, but have no indirect relationships with the latent factors that are not
belonged to. This result confirms the results of CFA presented in 4.2.
4.3.2 Analysis result. The result of the m-satisfaction model is shown in Figure 6.
Two out of five antecedents – “transaction process” and “content reliability” – are
proven to build customer satisfaction significantly. Though the other three factors do
not significantly affect customer satisfaction, their directions of regression weight are
accordant with the hypotheses except “price level of using m-Internet”. The degree of
effect can be ordered according to the size of the regression weight; “content
reliability”, and “transaction process”.
“Content reliability” has the most influential effect on customer satisfaction as it
shows a regression weight of 0.696 (p , 0:001). It was also identified as the most

Figure 5.
Comparison of
m-commerce and
e-commerce from DT
results
INTR
18,3

330

Figure 6.
M-satisfaction model and
the result

Measure Criteria Value

2
Chi-square value (x ) 389
Degree of freedom (df) 258
x 2 =df , 3:0 1.51
Adjusted goodness of fit index (AGFI) . 0:9 0.92
Normed fit index (NFI) . 0:9 0.94
Table X. Comparative fit index (CFI) . 0:9 0.98
Model evaluation overall Tucker-Lewis index (TLI) . 0:9 0.97
fit measurement Root mean square error of approximation (RMSEA) , 0.05-0.08 0.071

important factor in DT analysis. Out of the four measurement items, CR3, which
represents the availability of the content whenever the customers want it, is proven the
most highly related. Thus, the more available the content, the more satisfied customers
are. The next significantly influential factor is “transaction process”, with a regression
weight of 0.172 (p , 0:05). It is mainly concerned with amount of time for transacting
and speed of m-Internet. M-commerce burdens customers with both aspects of cost and
time more than e-commerce, because additional charges such as connection fee per unit
time are required and connection speed is much slower than e-commerce; that is, slower
speed brings about more additional charges, which makes customers perceive greater
dissatisfaction. Thus, improving connection speed and overall transaction time,
especially response time – TP2, the most highest ranked as 1.141 (p , 0:001) – can Mobile
enhance customer satisfaction. commerce in
Customer satisfaction, built mainly by the aforementioned factors, significantly
affects both customer complaint and customer loyalty. As we hypothesized in 3.2, Korea
customer satisfaction can directly reduce customer complaints (20:386; p , 0:01), as
well as having a positive effect on customer loyalty (0:505; p , 0:001). It covers
various aspects of satisfaction such as usefulness, overall satisfaction, and relative 331
satisfaction. The result cannot significantly support the hypothesized relationship
between customer complaint and loyalty, despite its negative direction of regression
weight. Customer loyalty, directly affected by customer satisfaction, is measured by
measurement items including intention to use and to recommend to others. Thus,
highly satisfied customers would show high loyalty to m-commerce. It is helpful to
prevent customers from churning; by transforming into loyal customers, satisfied
customers would continuously use m-commerce in the future and be locked-in to the
m-commerce service provided by a specific mobile telecommunication company to
which they are subscribing now. In addition, by creating positive word-of mouth they
are useful to encourage latent customers to use m-commerce.
Moreover, through SEM, the indirect effects as well as direct effects are provided.
Based on this result, we can identify the more detailed relationship among factors
shown in Table XI. Each antecedent indirectly affects customer complaint and loyalty.
Customer satisfaction is strongly influential in building customer loyalty because it
has indirect as well as direct effects on customer loyalty.

4.4 Discussion
4.4.1 Features of m-commerce. Based on the result of DT to analyzing the essential
factors for customer satisfaction and comparing m-commerce with e-commerce, we can
scrutinize the features of m-commerce. The result shows that m-commerce is developed
from e-commerce with new technological basis such as wireless Internet and handheld
devices, so it has some similar aspects and some different ones. They can be divided
into two categories – pre- and post-connection factors.
First, “pre-connection factors” like content reliability, availability and perceived
price level of using m-Internet, can be indirectly obtained without access m-commerce
sites by sharing or gathering pre-information from various channels – other
customers’ review, web sites or advertisements of telecommunication companies, or
experiences of m-Internet. Satisfaction with them can be prepossessed by even
non-users of m-commerce and these factors play a role of either catalysis or obstacle to

Customer satisfaction Customer complaints Customer loyalty

Direct Indirect Total Direct Indirect Total Direct Indirect Total

TP 0.17 – 0.17 – 2 0.07 20.07 – 0.09 0.09

CR 0.70 – 0.70 – 2 0.27 20.27 – 0.36 0.36
PPI 0.11 – 0.11 – 2 0.05 20.05 – 0.06 0.06
CSE 0.24 – 0.24 – 2 0.10 20.10 – 0.12 0.12 Table XI.
MO 0.26 – 0.26 – 2 0.10 20.10 – 0.13 0.13 Direct, indirect, and total
CS – – – 2 0.39 – 20.39 0.51 0.02 0.53 effects of m-satisfaction
CC – – – – – – 20.04 – 2 0.04 model
INTR use m-commerce. Thus, more aggressive marketing and promotion to eliminate
18,3 customers’ prejudices are required.
In contrast, “post-connection factors” of transaction process and customization are
more technical factors than “pre-connection factors”, so they cannot be easily perceived
or measured without using the m-commerce sites. In the context that both of the
commerce are through accessing electronically, they are partially in common after
332 connecting the commerce sites. That is, whatever devices or ways to be accessed they
are through, factors like time during transaction, speed of the Internet, and attitude or
services toward an individual customer are shared. Based on the factors, those who
want to transfer their business from e-commerce/offline to m-commerce can
benchmark cases of offline-to-online in the earlier time of e-commerce. To this end, it
is enough to consult them the proper level of connection speed and how to develop and
offer customized services or customer interaction.
4.4.2 M-satisfaction model. From the m-satisfaction model, factors affecting
m-satisfaction and m-loyalty are identified and the degree of effect is also measured.
With the derived factors from DT analysis, “content reliability” was proven to be the
most important factor and “transaction process” the next influential factor. This is in
accord with the result of DT; in classifying customers by “content reliability”, most of
the respondents – 100 out of 121 – were classified in a same category, and they then
perceived their overall satisfaction according to the degree of satisfaction with
transaction process. Based on this result, we find that they are the essential, bottom
line factors to pleasing customers, and that the factors for building m-satisfaction and
m-loyalty after this are dependent on individual taste. For this reason, they were not
statistically significant.
In recent days, the three mobile telecommunication companies in Korea have cut the
price of m-Internet to attract more customers to use the service. They should notice that
variety of content, increasing its reliability, and enhancing customers’ perception of
m-commerce is more important and effective than a simple price-down strategy. This
requires a continuous focus on technical aspects for transaction process, including
response time and connection speed, in order to satisfy customers more and ultimately
to make them loyal customers.

5. Conclusion
We derived nine factors affecting customer satisfaction in e-commerce as well as
m-commerce and two unique factors in m-commerce from the relevant literature. The
questionnaire survey was conducted based on these factors, and the reliability and
validity were verified by Cronbach’s alpha and CFA. Then, DT analysis was applied to
identify critical factors in each type of commerce. By comparison of these two DT results,
“transaction process” and “customization/customer service” were derived as common
factors for both types of commerce, and three factors – “content reliability”,
“availability” and “perceived price level of using m-Internet” – were derived as unique
factors distinguishing features of m-commerce. Finally, based on the DT result and the
identified features of m-commerce that are in contrast with e-commerce, the
m-satisfaction model employing SEM was examined, through which more detailed
and latent relationships among customer satisfaction antecedents and consequences
were discovered. Two out of five derived factored from DT significantly supported the
hypotheses of the m-satisfaction model – “content reliability” and “transaction process”.
They were shown to directly build m-satisfaction and also indirectly influence customer Mobile
complaint and m-loyalty directly, which are affected by m-satisfaction. With this result commerce in
of SEM, it is expected to link this study to practical and managerial fields.
The theoretical contribution of this research is as follows. There are some previous Korea
studies conducing case studies in a view of customers, but most of them have the
limitation that the subjects were those who want to use m-Internet in the future. This
research, on the other hand, was based on satisfaction and perception of actual users 333
who have experience with both e-commerce and m-commerce. Thus, this study can be
the foundation for future research about customer satisfaction in m-commerce in the
sense that it identified unique features of m-commerce by comparison with e-commerce
and also derived factors in m-commerce based on the customers’ experiences.
Also, this research has practical contributions in the m-commerce market by
providing significant factors affecting customer satisfaction and identifying the
process of building m-satisfaction and m-loyalty. Mobile service providers need to pay
more attention to content reliability and the transaction process to increase customers’
interest and satisfaction with m-commerce. The strategies from this study can
contribute to expanding the size of the entire m-commerce market.
This research, however, has some limitations. First, the target of the research is
limited to digital content. It is impossible for this research to consider the varieties and
other features of m-commerce. Thus, future research that deals with these varieties of
m-commerce can generate more insightful results. Second, despite the fact that the age
range of respondents covered the main portion of the whole set of m-commerce users,
the sample size was too small to obtain a more accurate classification or prediction rate.
Some data mining techniques such as Bagging can be employed to address this
limitation, but increasing the number of respondents is a fundamental solution to this
problem. And last, though various types of products/services are transacted through
m-commerce, the case study is limited its research boundary in one of digital content
transactions, the Korean digital music service. It brought some meaningful
implications for the digital content business, but it is hard to apply them to general
m-commerce business areas. Further study can be more general and richer with
researches on broader aspects of m-commerce.

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Further reading
Jiang, P. and Rosenbloom, B. (2005), “Customer intention to return online: price perception,
attribute-level performance, and satisfaction unfolding over time”, European Journal of
Marketing, Vol. 30 Nos 1/2, pp. 150-74.

Corresponding author
Yongtae Park can be contacted at: parkyt@cybernet.snu.ac.kr

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