Analiza uticaja različtih vrednosti za potrošače u M trgovini na satisfakciju i nameru kontinuiranog korišćenja
Analysis of Versatile Customer Values Impact in M Trade on Satisfaction and Continual Usage Intent
Apstrakt
Kreiranje vrednosti za potrošače je jedan od osnovnih načina za ostvarivanje konkurentske prednosti na tržištu. Sve veći broj potrošača svoje potrebe za kupovinom proizvoda i usluga zadovoljava u digitalnom okruženju. Poslednjih godina se povećava broj potrošača koji pristupaju digitalnom tržištu koristeći mobilne telefone i preko njih obavljaju kupoprodajne transakcije. Cilj rad je da se analizira značaj mobilne trgovine na savremenom tržištu i vrednosti zbog kojih potrošači koriste mobilne telefone u obavljanju transakcija na digitalnom tržištu. Razumevanje vrednosti koje su potrošačima značajne u mobilnoj trgovini je važno da bi se na adekvatan način optimizovala strategija nastupa na digitalnom tržištu koja omogućava ostvarivanje konkurentske prednosti. U analizi različitih dimenzija vrednosti važno je sagledavanje njenog uticaja na satis-fakciju potrošača. U empirijskom delu rada biće korišćen istraživački model koji sadrži šest varijabli (funkcionalnu, cenovnu, komparativnu, epistemiološku vrednost, satisfak-ciju i nameru kontinuiranog korišćenja mobilne trgovine). Pri tome, svaka varijabla modela merena je preko nekoliko konstatacija koje su preuzete iz relevantne literature, a ispitanici su stepen slaganja sa datim konstatacijama iskazali na sedmostepenoj Likertovoj skali. Podaci su prikupljeni na teritoriji Beograda, na uzorku od 402 ispitanika. Analizom podataka je najpre testirana pouzdanost i validnost modela, a zatim i signifikantnost i jačina efekata četiri dimenzije percipirane vrednosti na satisfakciju korisnika, kao i odnos satisfakcije i namere kontinuiranog korišćenja mobilne trgovine. Pouzdanost svake varijable modela procenjena je na osnovu vrednosti Kronbahovog alfa koeficijenta. Primenom konfirmativne faktorske analize, testirana je usklađenost modela, kao i konvergentna i diskriminaciona validnost. Za merenje relacija između varijabli modela korišćen je model strukturalnih jednačina. Rezultati su pokazali da se funkci-onalna i cenovna vrednost izdvajaju kao ključni pokretači satisfakcije korisnika mobilne trgovine. Očito, koristi, kao i cenovne uštede koje pružaju mobilni sistemi plaćanja su glavni generatori zadovoljstva korisnika. Dodatno, u studiji je potvrđen i snažan signifikantan uticaj satisfakcije na nameru kontinuiranog korišćenja mobilnih telefona u cilju realizacije različitih plaćanja i obavljanja kupovina. Doprinos realizovane studije ogleda se u analizi četiri dimenzije perci-pirane vrednosti i merenju njihovog uticaja na satisfakciju na primeru korišćenja mobilnih usluga. Globalno posmatrano, radu se prati ponašanje potrošača u novom digitalnom okruženju. Veoma mali broj empirijskih istraživanja realizovanih u Republici Srbiji imao je za cilj testiranje relacija između pomenutih varijabli kada je reč o korišćenju mobilne trgovine. Originalnost predloženog modela ogleda se i u jedinstvenoj kombinaciji dimenzija vrednosti, budući da izuzev dve standardne dimenzije (funkcionalna i cenovna vrednost), model sadrži i dve specifične dimenzije vrednosti: komparativnu i epistemiološku vrednost.
Abstract
Creating customer value is one of the basic ways to achieve competitive advantage on the market. More and more customers satisfy their need for buying products and services in a digital surroundings. During the last few years, there is an increase in the number of customers who are accessing the digital market using mobile phones and making their purchasing transactions using these devices. The aim of the paper is to analyze the importance of m commerce within the modern market and values due to which customers use mobile phones in performing transactions within the digital market. Understanding the values important for the customers in m-commerce is needed in order to optimize the performance strategy on the digital market which enables the achievement of competitive advantage. While analyzing different value dimensions it is important to comprehend its influence onto customer satisfaction. The empirical part of the paper uses a research model containing six variables (functional, price, comparative, epistemological value, satisfaction and the intention to continuously use m-commerce). Thereby, every variable is measured using several statements which have been retrieved from relevant literature, while the respondents have expressed their level of concordance with the given statements using a seven point Likert scale. Data have been collected on the territory of Belgrade, using a sample of 402 respondents. Data analysis first tested the model reliability and validity, and afterwards the significance and effect strength of the four dimensions of the perceived value on customer satisfaction, as well as the relationship between satisfaction and the intention to continuously use m-commerce. The reliability of every model variable has been estimated based on the Cronbach‘s alpha coefficient. By using the confirmatory factor analysis, the model concordance has been tested, as well as convergent and discriminatory validity. In order to measure the relations between the model variables a model of structural equations has been used. The results have shown that the functional and price value stand out as the key drivers of m-commerce users satisfaction. Obviously, the benefits, as well as price savings offered by the mobile payment systems are the main generators of user satisfaction. Additionally, the study confirms the strong significant influence of satisfaction onto the intention to continuously use mobile phones in order to realize different payments and to perform shopping. The contribution of the realized study can be seen in the analysis of four dimensions of perceived value and the measurement of their influence onto satisfaction on the example of mobile service users. Globally seen, the paper follows the behavior of customers in a new digital surroundings. A very few empirical research have been realized in the Republic of Serbia with the aim to test the relations between the mentioned variables when it comes to using m-commerce. The originality of the suggested model can be seen in the unique combination of the value dimensions, since apart from the two standard dimensions (functional and price value), the model contains the two specific value dimen-sions: comparative and epistemological value.
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