Smart Phone Users’ Satisfaction for Online Shopping : An Analysis Based on the Transaction Process Model

Although the fast advancing smartphone technology makes connectivity possible for shoppers to reach almost any online shopping mall, it does not ensure success in the development of an online shopping platform for smartphone technology. This research studied the buyers' perception about mobile shopping through smartphones. The variables identified by the transaction process model are utilized for constructing the model for this study. The survey was carried out among smart phone users. Based on existing literature, a conceptual framework of smartphone user satisfaction was also developed to investigate the relationship between the factors for smartphone usage relative to smartphone user satisfaction while doing online shopping transactions. To find out the effect of cultural differences on the perception of shoppers from two different countries (i.e. Korea and the U.S.) in terms of mobile shopping through smartphones, more than a hundred respondents from both countries were selected and then their perceptions for smartphone online shopping from each culture were compared. The multiple metric dependent variables which are adopted from the transaction process model and the non-metric independent variable, (i.e. nationality) were analyzed through the use of ANOVA. The results of this study showed that the smartphone shoppers from each country have differences in the negotiation process and in post-sales-service process out of the variables suggested