Examining the Influence of Mobile Store Features on User E-Satisfaction: Extending UTAUT2 with Personalization, Responsiveness, and Perceived Security and Privacy

Abstract : Despite the rapid growth in mobile stores (e.g., Apple Store, Google Play), scholarly research in this area is still in the early stages. In particular, there is a need for more empirical analysis of how the main features of these new systems shape the customer experience. This study aims to empirically identify and validate the key factors shaping users’ satisfaction toward mobile stores. The conceptual model was proposed based on a group of the main factors from the extended Unified Theory of Acceptance and Use of Technology (UTAUT2), mobile interactivity, and perceived security and privacy. The empirical analysis was conducted in Jordan by collecting data from a convenience sample of users of mobile stores. Structural equation modelling was applied to test the current study’s model. The results support the significant impact of performance expectancy, price value, hedonic motivation, personalization, responsiveness, and perceived security and privacy on user satisfaction. Discussion of the main limitations and future research directions are also provided.