Technology Analysis & Strategic Management

ISSN: 0953-7325 (Print) 1465-3990 (Online) Journal homepage: https://www.tandfonline.com/loi/ctas20

The moderating effects of gender on customer

satisfaction and continuance intention in mobile
commerce: a UTAUT-based perspective

Veljko Marinković, Aleksandar Đorđević & Zoran Kalinić

To cite this article: Veljko Marinković, Aleksandar Đorđević & Zoran Kalinić (2019): The
moderating effects of gender on customer satisfaction and continuance intention in mobile
commerce: a UTAUT-based perspective, Technology Analysis & Strategic Management, DOI:
10.1080/09537325.2019.1655537

To link to this article: https://doi.org/10.1080/09537325.2019.1655537

Published online: 12 Aug 2019.

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TECHNOLOGY ANALYSIS & STRATEGIC MANAGEMENT
https://doi.org/10.1080/09537325.2019.1655537

The moderating effects of gender on customer satisfaction and

continuance intention in mobile commerce: a UTAUT-based
perspective
Veljko Marinkovića, Aleksandar Đorđevićb and Zoran Kalinića
a
Faculty of Economics, University of Kragujevac, Kragujevac, Serbia; bFaculty of Economics, University of Belgrade,
Belgrade, Serbia

ABSTRACT ARTICLE HISTORY

The purpose of the study is to investigate the moderating effects of gender Received 23 January 2019
on proposed model relationships. In order to test the moderating effects of Revised 30 July 2019
gender on the relationships of the model developed, multi-group SEM was Accepted 5 August 2019
applied. Performance expectancy was found to be the strongest predictor
KEYWORDS
of satisfaction and comparative value was identified as the main driver of M-commerce; satisfaction;
continuance intention. In addition, significant difference in attitudes UTAUT; gender
between women and men were confirmed in the case of three out of ten
effects. The originality of the study is its measurement of the moderating
effects of gender on user satisfaction in relation to m-commerce and
continuance intentions.

Introduction
Mobile devices are no longer used merely for communication purposes, such as calls or text mess-
ages, but also for information collection, entertainment and various commercial and financial activi-
ties. Mobile commerce (m-commerce) is one of the fastest growing businesses today (eMarketer
2019). It has become a mainstream commercial activity, already accounting for more than 60% of
e-commerce retail sales worldwide (eMarketer 2018) and is estimated to reach 73% by 2021. As
m-commerce is no longer a novelty, with more and more consumers starting to use it daily, so it
is important for m-commerce providers to determine the key factors that influence consumer satis-
faction and their intention to continue using it. Satisfied and loyal customers are very important for
any company, as attracting new customers is expensive (Lin and Wang 2006) and even said to be up
to five times more expensive than retaining existing ones (Bhattacherjee 2001a).
The main objective of the study is to explore the moderating effects of gender, as a significant
segmentation variable in marketing on relationships in the model proposed. In digital marketing,
companies are able to collect a considerable amount of data about their customers, including demo-
graphic data, such as gender or age, which can then be used for market segmentation and the cre-
ation of different marketing campaigns, depending on the preferences of each market segment.
Several studies have already investigated the influence of gender on the adoption of m-commerce.
The important moderating influence of gender was also assessed and confirmed in studies on the
acceptance of m-banking (Riquelme and Rios 2010), m-payments (Liébana-Cabanillas, Sánchez-Fer-
nández, and Muñoz-Leiva 2014) and mobile chat services (Nysveen, Pedersen, and Thorbjornsen
2005). Conversely, other studies had produced findings that suggested the opposite – no differences
in attitudes between men and women. For example, Chong (2013a) found no influence of gender on

CONTACT Zoran Kalinić zkalinic@kg.ac.rs Faculty of Economics, University of Kragujevac, Liceja Knjaževine Srbije 3,
Kragujevac 34000, Serbia
© 2019 Informa UK Limited, trading as Taylor & Francis Group
2 V. MARINKOVIĆ ET AL.

four m-commerce activities (content delivery, transactions, location-based services and entertain-
ment). The robustness of the research model against gender was examined and confirmed in the
study of m-commerce adoption by Faqih and Jaradat (2015). In addition, no moderating effects
were found, in that no paths in the structural model were affected by gender in studies on the adop-
tion of mobile credit cards (Tan et al. 2014) and mobile wallets (Shin 2009). Therefore, the influence of
gender on adoption of mobile technologies and services is still open to interpretation based on the
current literature. To the best of the authors’ knowledge, the innovative aspect of this research is that
it is the first study to focus on the moderating effects of gender on user satisfaction and continuance
intentions in the sphere of m-commerce.
The paper is organised into five following sections. The first section outlines the conceptual model
development. The research methodology is then documented via means of the study sample and a
description of the variable measurements. In the third section the data analysis and results are pre-
sented. The discussion and implications of the study are then addressed, before the paper concludes
with a summary of the limitations of the research and suggestions for the direction of future research.

Conceptual model development

Previous studies on user satisfaction and continuous usage intentions have employed various the-
ories and models. Different quality-based predictors and flow theory were used by Gao, Waechter,
and Bai (2015) to model continued intention in relation to mobile phone purchases. Kim et al.
(2015) used Contingency and Task-Technology Fit theories to determine the motivators of consumer
satisfaction in mobile tourism shopping. Liang et al. (2018) studied user satisfaction with smartphone
systems using an extended version of Bhattacherjee’s post-acceptance model of IS continuance,
which examines the relationships among expectation confirmation, perceived usefulness, user satis-
faction and brand loyalty. Hung et al. (2012) also modified Bhattacherjee’s (2001b) model, based on
Expectation Disconfirmation Theory, to address consumer satisfaction and continuance intention
related to mobile shopping. Similar approaches were used by Hew et al. (2016), in a study of predic-
tors of user satisfaction, continuance intentions and brand loyalty in mobile social commerce context
and by Chong (2013b), who extended the Expectations-Confirmation Model (ECM) to analyze
Chinese consumers’ m-commerce satisfaction and continuance usage intentions. Cao et al. (2018)
focused on trust transfer theory – the predictors of trust in m-payment and their influence on satis-
faction and continuance intention. Agrebi and Jallais (2015) used a modified Technology Acceptance
Model (TAM), which was extended with an additional variable – perceived enjoyment – to study user
satisfaction and intention to use smartphones for shopping. Extended TAM was also used by Lee,
Tsao, and Chang (2015) to investigate the predictors of user satisfaction with mobile application ser-
vices in the life insurance industry. Shang and Wu (2017) combined variables from TAM and ECM,
with perceived value and its components, in their study of m-shopping consumer satisfaction and
continuance intention. Lu (2014) successfully extended the TAM model with social influence from
the Unified Theory of Acceptance and Use of Technology (UTAUT) model and personal innovative-
ness, in order to investigate m-commerce continuance intentions. Marinković and Kalinić (2017)
also combined factors from several theories – perceived usefulness from TAM, social influence
from UTAUT and perceived enjoyment from flow theory, with the addition of trust and mobility –
to determine significant predictors of customer satisfaction in m-commerce.
Although the Technology Acceptance Model (TAM), proposed by Davis (1989), was for many years
the most popular model to investigate technology adoption, recent studies have directed criticism at
TAM as it is focused solely on perceived usefulness and perceived ease of use, thus oversimplifying
the complex process of decision-making (Wong et al. 2015). In order to address the limitations of
TAM-related studies, Venkatesh et al. (2003) developed the UTAUT model. UTAUT has been acknowl-
edged as one of the most up to date and widely used models of technology acceptance (Wong et al.
2015). It unifies eight prominent user adoption theories and models, including TAM, Diffusion of Inno-
vation (DOI) Theory and Theory of Planned Behavior (Chong 2013a). UTAUT has already been
 TECHNOLOGY ANALYSIS & STRATEGIC MANAGEMENT 3

deployed successfully in mobile technology adoption studies such as those related to mobile com-
merce (Chong 2013a), mobile banking (Zhou, Lu, and Wang 2010), mobile tourism shopping (Tan and
Ooi 2018) and mobile advertising (Wong et al. 2015). Although UTAUT was developed to model
behavioural intention and use behaviour, in this study it is used as a baseline model of continuance
intention to use m-commerce, making the study innovative. The research model, which was devel-
oped by modifying original UTAUT and extending it with additional variables, is shown in Figure 1.
Performance Expectancy (PE) in the m-commerce consumer context may be defined as the
degree to which a consumer believes that using m-commerce will provide them with various
benefits (Chong 2013a). PE is very similar to the perceived usefulness (PU) of TAM and the relative
advantage of DOI (Zhou, Lu, and Wang 2010). In this study, it is suggested that PE will influence con-
sumer satisfaction, which further influences continuance intention. For example, Tam, Santos, and
Oliveira (2018) reported PE as a significant predictor of satisfaction for mobile applications. Shang
and Wu (2017) and Agrebi and Jallais (2015), investigated the influence of PU on consumer satisfac-
tion within the m-shopping context and Chong (2013b) and Marinković and Kalinić (2017) explored
the impact of PU on satisfaction with m-commerce and found its influence to be significant. The
same, significant impact of PU was also reported in the satisfaction studies on m-banking
(Susanto, Chang, and Ha 2016), m-insurance (Lee, Tsao, and Chang 2015) and m-services (Rezaei
and Valaei 2017).
Effort Expectancy (EE) is another important UTAUT predictor, usually defined as the degree of
ease associated with the use of m-commerce (Chong 2013a). As such, EE is equivalent to perceived
ease of use (PEOU) of TAM and complexity of DOI (Zhou, Lu, and Wang 2010). Previous studies have
given contradictory results: Yeh and Li (2009) found the influence of PEOU on consumer satisfaction
in the m-commerce context to be significant, whereas Chong (2013b) found its impact to be insignifi-
cant. PEOU was also found to be a strong predictor of satisfaction within m-shopping (Agrebi and
Jallais 2015; Shang and Wu 2017) and m-insurance (Lee, Tsao, and Chang 2015).
Social Influence (SI) refers to the degree to which a consumer perceives that others, who they
perceive as important, such as relatives, friends, peers and superiors, believe they should use m-com-
merce (Venkatesh et al. 2003). SI is similar to Subjective Norms of Theory of Reasoned Action (TRA)
and TPB (Zhou, Lu, and Wang 2010) and it acknowledges the environmental impact on a consumer’s

Figure 1. Research model.

4 V. MARINKOVIĆ ET AL.

attitudes and intentions (Liebana-Cabanillas, Ramos de Luna, and Montoro-Rios 2015). It is assumed
that social influence also affects customer satisfaction with m-commerce services. Hsiao, Chang, and
Tang (2016) investigated the influence of social ties on satisfaction and continuance intention
towards mobile social apps and confirmed the significant impact of both. Likewise, San-Martin, Pro-
danova, and Catalan (2016) reported Subjective Norms as a significant determinant of satisfaction in
the case of m-shopping.
As discussed, many prior studies have investigated the main effects and confirmed the significant
impact of analysed predictors on satisfaction. This study aims to advance this by investigating the
moderating effect of gender on the analysed relationships, to discover if there are significant differ-
ences in the strength of analysed relationships between women and men. Therefore, the following
hypotheses are proposed:
H1: Gender moderates the relationship between PE and SAT.

H2: Gender moderates the relationship between EE and SAT.

H3: Gender moderates the relationship between SI and SAT.

Customer satisfaction (SAT) is one of the pillars in marketing as it is usually the key determi-
nant of consumer loyalty (Marinković and Kalinić 2017). Satisfaction implies the fulfilment of
expectations. During the post-purchase evaluation process, if a customer is of the opinion that
the performance of the product or service is better than expected, their level of satisfaction will
be higher – the inverse is also true (Yeh and Li 2009). In addition, satisfied consumers usually
have high re-purchase intentions and engage in positive word-of-mouth (Wang and Liao 2007).
Chong (2013b) reported satisfaction as one of the most significant predictors of m-commerce
continuance intentions (CI) among Chinese consumers. Shang and Wu (2017) examined the
impact of satisfaction on continuance intention of m-shopping in China. The significant
influence of satisfaction on continuance intention toward mobile purchases was also confirmed
by Gao, Waechter, and Bai (2015). Satisfaction was also found to be a significant driver of continu-
ance intention in studies on mobile value-added services (Kuo, Wu, and Deng 2009), m-banking
(Liébana-Cabanillas et al. 2017a; Susanto, Chang, and Ha 2016), mobile apps (Hsiao, Chang, and
Tang 2016; Tam, Santos, and Oliveira 2018) and m-payment (Cao et al. 2018). In the context of
mobile technology, satisfaction is related to a user’s willingness to involve in the process of
creating new services (Richins and Bloch 1991). In this study, in line with previous studies, it is
predicted that consumers with higher levels of satisfaction will be more willing to engage with
an m-commerce provider to improve the service and that gender significantly moderates analysed
relationships. The following hypotheses are suggested:
H4: Gender moderates the relationship between SAT and CI.

H5: Gender moderates the relationship between SAT and INV.

Perceived compatibility (PC) originates from DOI theory and it refers to the degree to which an
innovation, such as m-commerce, is perceived as consistent with existing values, past experiences
and the needs of potential consumers (Rogers 2003). PC is considered one of the most important
factors in the diffusion process of innovation. If consumers perceive a new service, such as m-com-
merce, as compatible with their lifestyle, then they will adopt it far more readily (Liebana-Cabanillas,
Ramos de Luna, and Montoro-Rios 2015). Compatibility was found to be an important driver in the
adoption of many mobile services, such as m-commerce (Zhang, Zhu, and Liu 2012), mobile
tourism shopping (Tan and Ooi 2018) and m-payments (Ooi and Tan 2016). Finally, Kang, Moon,
and Johnson (2015) found that consumers who perceive m-commerce as compatible to their lifestyle
may have higher levels of involvement with m-commerce. Therefore, it is assumed that if consumers
perceive that their life is compatible with mobile technologies and m-commerce, it follows logically
that they will prove to be more willing to engage with m-commerce providers to improve the service,
 TECHNOLOGY ANALYSIS & STRATEGIC MANAGEMENT 5

although gender will continue to influence the relationship between PC and INV. Therefore, the fol-
lowing hypothesis is proposed:
H6: Gender moderates the relationship between PC and INV.

Customer involvement (INV) refers to the inclusion of willing customers in the processes of
service creation and improvement. Active communication with customers is very important for
every company as managers can receive very useful information from the feedback of active consu-
mers, which can be used to improve the quality of existing or new products or services (Liebana-
Cabanillas, Marinković, and Kalinić 2017b). Therefore, active consumers who are willing to participate
in service creation and improvement are valuable for the company. Additionally, they may also
develop a feeling of personal importance and value if they perceive that the company listens to
their opinions and suggestions. In turn, this may result in more positive attitudes towards the
company and the consumer will perceive the service as more valuable. Liebana-Cabanillas, Marinko-
vić, and Kalinić (2017b) investigated the antecedents of m-commerce adoption and found customer
involvement as one of the most significant predictors. Therefore, it is expected that high levels of cus-
tomer involvement will significantly improve the perception of the value of m-commerce, which
further influences continuance intention to use m-commerce.
The value perceived by the consumer is an important predictor of post-purchase intentions (Kuo,
Wu, and Deng 2009). Epistemic value (EV) is the capacity to arouse curiosity, provide novelty, and/or
satisfy a desire for knowledge (Sheth, Newman, and Gross 1991). Customers may start to use another
product or service due to boredom related with previously used ones and curiosity about an alterna-
tive, or desire to have new experiences (Cheng et al. 2009). Pihlstrom and Brush (2008) argued that
epistemic value can significantly influence customer repurchase intentions and word-of-mouth rec-
ommendations. Since m-commerce is a relatively new service, the effects of epistemic value on con-
tinuance intention to use m-commerce can be attributed to curiosity and novelty, which can lead to
higher levels of content or excitement in consumers, increased levels of perceived satisfaction and
higher levels of repurchase intention (Cheng et al. 2009).
Comparative value (CV) is related to the fact that consumers, when making decisions,
often compare value propositions of the alternatives (Hansen, Beitelspracher, and Deitz 2013). By cal-
culating the give-get ratio and the perceived benefits and advantages compared with alternatives –
in the case of m-commerce, offline and online commerce – customers assess each alternative and
compare them. Positive assessment of m-commerce over its alternatives may influence the decision
regarding continuance usage. The study will investigate if customer gender influences the relation-
ships between customer involvement and epistemic value, as well as relationships between episte-
mic value and comparative value with continuance intentions. Therefore, the following hypotheses
are suggested:
H7: Gender moderates the relationship between INV and EV.

H8: Gender moderates the relationship between EV and CI.

H9: Gender moderates the relationship between CV and CI.

Trust (TR) refers to the willingness of the consumer to be open to vulnerability based on a positive
expectation towards another party’s future behaviour (Meyer, Davis, and Schoorman 1995). In the m-
commerce context, this would constitute a consumer’s willingness to perform m-commerce trans-
actions and the expectation that an m-commerce provider will fulfil its obligations (Cao et al.
2018). Compared to offline and online commerce, m-commerce involves greater uncertainty and
risk (Gao, Waechter, and Bai 2015), as it operates in a virtual and wireless environment. Mobile
devices are open to several risks such as being infected by viruses; stolen or misused; data (including
sensitive personal and financial details, like credit card information) which is transferred over wireless
communications may be intercepted and exposed; and location privacy may be compromised as m-
commerce providers may disclose consumer’s location without their prior consent. Therefore, trust is
6 V. MARINKOVIĆ ET AL.

one of the most important factors in m-commerce acceptance and continuance usage – a lack of trust
may seriously hinder m-commerce adoption. Trust was found as the most significant determinant of
m-commerce continuance intentions among Chinese consumers (Chong 2013b). Gao, Waechter, and
Bai (2015) investigated the predictors of continued intention to use m-shopping and found that per-
ceived trust significantly affects future purchases. The influence of trust on continuance intention was
also examined in studies related to m-banking (Susanto, Chang, and Ha 2016) and m-payment (Cao
et al. 2018). The study investigates if gender significantly moderates this relationship. Therefore, the
following hypothesis is suggested:
H10: Gender moderates the relationship between TR and CI.

The proposed hypotheses H1-H10 are presented in the research model in Figure 1.

Research methodology
Sample and procedure
The sample consists of 402 respondents. Potential participants were approached by interviewers at
the exits of two shopping malls in Belgrade, Serbia and asked if they would be prepared to participate
in research that was being conducted for scientific purposes. All those who expressed their willing-
ness to participate in the research, where initially asked by the interviewers about the frequency with
which they use mobile commerce services. This was to ensure that the sample would only consist of
regular users who engage with mobile commerce several times a week, or frequent users, who use
these services once a week, or rarer. The structure of the sample is shown in Table 1.

Variable measurement
The statements used to measure model variables were derived from relevant literature. Three
variables of the UTAUT model (PE, EE and SI) were measured using statements by Venkatesh
et al. (2003), adopted for the purpose of the survey. The statements for measuring SAT were
obtained from San-Martin and Lopez-Catalan (2013) and Chang and Chen (2009). The basis for
the selection of statements by which INV was measured are from Yi and Gong (2013). For the
analysis of PC, four statements were adopted from Yeh and Li (2009). Three statements were
used to measure the TR variable, the formulation being derived from Susanto, Chang, and
Ha (2016). Based on the review of previous research, three statements were used for both CV
analysis (Hansen, Beitelspracher, and Deitz 2013) and EV (Deng, Liu, and Hinz 2015). Finally, CI
was measured by means of four statements adopted from Wang (2015) and Gao, Waechter,
and Bai (2015).

Table 1. Descriptive statistics of respondent characteristics.

No. of respondents %
Gender
Female 210 52.2
Male 192 47.8
Age
18–34 216 53.7
35–65 186 46.3
Education
High-school degree 108 26.9
College (two-year post-secondary education) degree 80 19.9
University degree 214 53.2
Frequency of using m-commerce
Frequent users 200 49.8
Rare users 202 50.2
 TECHNOLOGY ANALYSIS & STRATEGIC MANAGEMENT 7

Data analysis and results

The data analysis was undertaken in SPSS 20 and AMOS 18. Confirmatory factor analysis (CFA) was
used to estimate the fit and validity of the comprised model. To test the moderating role of
gender, when assessing the strength of the relationship between the latent variables of the
model, a multi-group analysis was applied.

Model evaluation
To evaluate the reliability of variables within the research model, the values of Cronbach’s alpha were
revised. The values lie within the interval of 0.84 - 0.94. As Cronbach’s alpha is higher than the
threshold of 0.7 in the case of all constructs, the variables were measured by internally consistent
statements. CFA was performed in order to estimate the overall fit of the proposed model. The
results indicate that the model adequately fits the data (Table 2). At the level of the measurement
model, a good model fit indicates that configural invariance is met, which suggests that both
groups perceive the factor structure in a similar manner.
Table 3 shows the values of average variance extracted (AVE) and composite reliabilities (CR) for
every construct. The AVE of all constructs exceeded the recommended level of 0.5, which is a necess-
ary condition to ensure the convergent validity of the model (Fornell and Larcker 1981). The AVE of
each variable is greater than the squared correlations between the given and other variables, which
confirms discriminant validity. In addition, the proposed model has an adequate level of composite
reliability (CR > 0.7).

Hypothesis testing
Structural equation modelling was used to test the significance and the strength of the suggested
relationships within the model. The initial analysis was undertaken on the total sample. A total of
ten effects were tested and were shown to be statistically significant (Table 4).
Regardless of the importance of the results obtained at the level of the entire sample, the main
goal of the analysis is to test the moderating gender roles. In that context, the sample was divided

Table 2. The model – fit indices.

Fit indices Recommended value Proposed model
χ2/df <3 2.48
CFI >0.9 0.94
TLI >0.9 0.93
IFI >0.9 0.94
RMSEA <0.08 0.06
CFI – comparative fit index; TLI – Tucker–Lewis index; IFI – incremental fit index;
RMSEA – root mean square error of approximation.

Table 3. Confirmatory factor analysis.

Variable AVE CR
PE 0.70 0.90
EE 0.80 0.94
SI 0.66 0.85
SAT 0.70 0.90
PC 0.71 0.91
INV 0.80 0.89
TR 0.64 0.84
CV 0.69 0.90
EV 0.70 0.87
CI 0.75 0.92
8 V. MARINKOVIĆ ET AL.

Table 4. Tested relationships (total sample).

Relationships Estimates p-value
PE → SAT 0.357 **
EE → SAT 0.317 **
SI → SAT 0.113 **
SAT → INV 0.587 **
SAT → CI 0.197 *
PC → INV 0.249 **
INV → EV 0.652 **
CV → CI 0.390 **
EV → CI 0.174 **
TR → CI 0.211 *
Note: **0.01 of significance; *0.05 of significance; n.s. – not significant.

Table 5. Invariance analysis.

Overall model χ2 df p value Invariant
Unconstrained 2676.8 1070
Fully constrained 1762.5 535
Difference 914.3 535 0.000 NO (Groups are different)

Table 6. Testing the moderating effects (moderator: gender).

Effect Estimate (Women) Estimate (Men) Z-score
H1: PE → SAT 0.340 0.387 0.418
H2: EE → SAT 0.353 0.270 −0.704
H3: SI → SAT 0.128 0.090 −0.554
H4: SAT → CI 0.278 0.144 −0.742
H5: SAT → INV 0.466 0.735 2.025**
H6: PC → INV 0.364 0.135 −1.901*
H7: INV → EV 0.646 0.643 −0.022
H8: EV → CI 0.086 0.250 1.206
H9: CV → CI 0.493 0.293 −1.835*
H10: TR → CI 0.142 0.267 0.724
Notes: **p-value < 0.05; *p-value < 0.10.

into two groups (women and men). An invariance analysis was performed which showed that there
are generally significant differences between the two groups of respondents. The results are dis-
played in Table 5.
The multi-group SEM analysis, as displayed in Table 6, identifies in which relationships there are
significant differences between men and women and shows the comparison of values of the
regression coefficient for each effect in both sub-samples. Out of the ten effects monitored, a signifi-
cant difference in regression coefficients was observed within both the two groups for three of the
effects. The influence of SAT on INV is significantly stronger among men. Conversely, the effect of PC
on INV is significantly higher among women compared to men. Generally, men who are satisfied with
the advantages offered by mobile commerce are, to a greater extent, willing to offer providers ideas
to improve the service quality than women experiencing the same levels of satisfaction. However,
those women whose value system and personal image is adjusted to the concept of mobile com-
merce are much more willing to participate in the process of creating new mobile services than
men. Women who prefer mobile commerce compared to other forms of commerce also differ
from men as they are more willing to also use mobile services in the future.

Discussion and implications

Discussion of results
According to the path analysis, it can be concluded that all three variables of the UTAUT model have
emerged as statistically significant antecedents of SAT in the study. The strongest influence was that
 TECHNOLOGY ANALYSIS & STRATEGIC MANAGEMENT 9

of PE on SAT. The advantages offered by mobile services are of decisive importance for user satisfac-
tion, which is in accordance with the research findings of Tam, Santos, and Oliveira (2018). Addition-
ally, SAT is also a significant driver of CI – a similar result to Chong (2013b).
It is worth noting that the study’s findings have confirmed the strong influence of SAT on INV,
which in turn has a strong effect on EV. It can be concluded that satisfied customers show a high
degree of readiness to cooperate and give ideas to management in order to improve the quality
of mobile services. The readiness of users to be included in the improvement of existing and the
development of new services is a reflection of their desire to gain new knowledge and skills and
to learn new things. Both components of perceived value (EV and CV) have a positive influence
onto CI. In parallel, TR is an important predictor of CI and this result has been confirmed in previous
research (Cao et al. 2018).
Regarding the moderating role of gender, there are general differences between male and female
respondents. This result is contrary to Faqih and Jaradat (2015), but consistent with the results of
several other studies (Riquelme and Rios 2010; Liébana-Cabanillas, Sánchez-Fernández, and
Muñoz-Leiva 2014). Upon the testing of moderating effects, differences between men and women
were apparent in three out of the ten relationships considered. These are the relationships
between customer satisfaction and involvement, perceived compatibility and involvement, and
the relationship between comparative value and continuance intentions. These results indicate
that hypotheses H5, H6 and H9 were supported, which is not case with hypotheses H1-H4, H7, H8
and H10.

Theoretical implications
The aim of this paper is to test the moderating effects of gender on the proposed model relationships.
The originality of the study lies in its suggestion of a new model for measuring satisfaction and con-
tinuance intentions in m-commerce. The model’s basic foundation is derived from the UTAUT model,
but it also an extension of this model as it contains a series of specific variables which have been
rarely used in previous literature regarding m-commerce. The UTAUT model is a good theoretical
basis for creating new research models, because it contains a higher number of relevant variables
than the TAM model. Also, the UTAUT model has rarely been used in previous m-commerce
related literature.
Two of the important model variables are PC and INV as they indicate the competency and readi-
ness of the user to help mobile providers in improving service quality. Also, the model contains per-
ceived value, through its two components (EV and CV), which adds to the innovative element of the
model. It is important to emphasise that the model does not examine the influence of three variables
of the UTAUT model on the CI, but on SAT. In that respect, the model addresses the gap in existing
literature, since these effects have rarely been tested previously. In addition, one of the innovative
aspects of the proposed model is its measurement of the impacts of comparative and epistemic
values on continuance intentions.
The paper also provides a contribution in relation through its analysis of the moderating role of
gender on the adoption of mobile technologies. The results of previous studies are not concordant
in terms of the significance of the moderating effect of gender within the area of m-commerce and
m-payment. In that sense, this new study contributes to clarifying this inconsistency.

Practical implications
The paper has several implications for management to consider. In the first sense, marketing cam-
paigns of mobile providers must clearly state the usefulness aspect of mobile services and emphasise
the time savings that it facilitates – regardless of the location of the user when using them. Such an
advantage can be easily communicated to those in the world of business people, for who it could be
desirable for mobile providers to organise in-house courses within the business premises of different
10 V. MARINKOVIĆ ET AL.

large companies, with the aim of educating employees about m-commerce. It is desirable to commu-
nicate the advantages of m-commerce compared to other forms of commerce – something which is
especially important for women. As epistemic value has a stronger influence on the continuance
intentions of men, it would prove beneficial to raise awareness of the educational options and pur-
poses of m-commerce among women to enhance its use among that group. Conversely, marketing
strategies that emphasise the benefits of mobile commerce compared to other commerce forms
should be specifically focused on men.
Such a relationship with users can increase their readiness to actively participate in improving the
performance of mobile services and introducing new elements to offer additional benefits. A note-
worthy result of the study is that the impact of satisfaction on involvement is stronger among
men compared to women. On the other hand, the effect of compatibility on involvement is stronger
within the women’s subsample. In this context, marketing campaigns that emphasise the digital
image of modern consumers should be particularly focused on women. Promotion of the female life-
style in harmonisation with the concepts of mobile commerce would increase women’s willingness to
provide ideas on how to improve mobile services, which would strengthen the relationship between
mobile commerce providers and female consumers.
The study also found TR to be a significant predictor of CI. In order to increase perceived consumer
trust, m-commerce providers should improve their data protection and security systems, public trans-
parent privacy, data protection and refund policies. M-commerce providers must use safe and reliable
security systems that prevent unauthorised access to customer accounts. Perceived consumer trust
can also be increased through the implementation of third-party certification technology such as
VeriSign or TRUSTe. In addition, since m-commerce transactions involve the exchange of sensitive
financial and personal data, it is obligatory to use advanced encryption methods to protect data
not only during transmission, but also when stored. Additional authentication methods on smart-
phones, such as fingerprint identification, are also useful in making m-commerce transactions
safer and more trustworthy in consumer’s minds.
Regarding the significant role of social influence, it is important to create appropriate market-
ing campaigns on social networks. Social marketing is a powerful instrument which creates
stronger connections with target groups, personalised communication with customers, a
greater number of followers and increases user satisfaction. In this sense, it is desirable to
create educational and promotional campaigns that promote the benefits of m-commerce
through social networks.
In addition, online forums offer managers the possibility of spreading positive word-of-mouth
communication, but also the opportunity to obtain important information about the reasons for
user dissatisfaction and other negative feedback. A potential marketing option is to opt for word-
of-mouth campaigns, in which existing m-commerce consumers are motivated to share their experi-
ences and invite their friends and relatives to start using m-commerce services. Another option is to
make use of testimonials, or customer reviews, which are made publicly available on m-commerce
provider websites or applications and can also have significant influence in persuading visitors to
become customers.

Limitations and future research

The research also has several limitations. As with all questionnaire-based studies, the data and
results obtained from it, are reflections of the personal perception and attitudes of the respon-
dents. As a result, the findings are, far the large part, subjective rather than being entirely objec-
tive. Such a new model could also have its theoretical foundation within the UTAUT 2 model.
Furthermore, it would prove beneficial to further develop the concept of trust and privacy pro-
tection by using a greater number of variables. In addition, some new relationships between
the suggested variables could be tested, including the influence of perceived compatibility on
customer satisfaction.
 TECHNOLOGY ANALYSIS & STRATEGIC MANAGEMENT 11

Acknowledgements
This study was supported by the Ministry of Education, Science and Technological Development of the Republic of Serbia
under Research Project III-44010.

Disclosure statement
No potential conflict of interest was reported by the authors.

Funding
This study was supported by the Ministry of Education, Science and Technological Development of the Republic of Serbia
under Research Project III-44010.

Notes on contributors
Veljko Marinković, is an Associate Professor of Marketing Research and Consumer Behavior at the Faculty of Economics,
University of Kragujevac, Serbia. He is a member of the Supervisory Board of the Serbian Marketing Association (SeMA).
He has authored a number of articles in the leading International Journals. His major interests are related to customer
satisfaction and loyalty, service quality and mobile marketing.
Aleksandar Đorđević is an Associate Professor at the Faculty of Economics in Belgrade, Serbia. He published numerous
scientific papers both in international and national scientific journals, two scientific monographs and took part in a
number of scientific and professional conferences. His areas of interest are as follows: marketing and management
focused on the consumers, marketing and management in tourism, strategic marketing.
Zoran Kalinić, is an Associate Professor at the Faculty of Economics, University of Kragujevac, Serbia. Zoran Kalinić is
author/co-author of more than 80 scientific papers and monograph chapters and he has taught at several universities
over Europe. His current research interests include mobile and e-commerce, mobile and e-business, mobile payment
systems and the application of artificial intelligence techniques in economics and marketing.

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