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Precedents of the satisfaction of mobile shoppers. A cross-Country analysis

Enrique Marinao Artigas, Karla Barajas-Portas

PII: S1567-4223(19)30096-1
DOI: https://doi.org/10.1016/j.elerap.2019.100919
Reference: ELERAP 100919

To appear in: Electronic Commerce Research and Applications

Received Date: 11 January 2019

Revised Date: 25 August 2019
Accepted Date: 6 November 2019

Please cite this article as: E. Marinao Artigas, K. Barajas-Portas, Precedents of the satisfaction of mobile shoppers.
A cross-Country analysis, Electronic Commerce Research and Applications (2019), doi: https://doi.org/10.1016/
j.elerap.2019.100919

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 1

PRECEDENTS OF THE SATISFACTION OF MOBILE SHOPPERS. A CROSS-

COUNTRY ANALYSIS.

Enrique Marinao Artigas*

Departamento de Administración
Facultad de Administración y Economía. Universidad de Santiago de Chile.
Karla Barajas-Portas**
Facultad de Economía y Negocios
Universidad de Anáhuac, México
* Avda. Libertador Bernardo O`Higgins Nº 3363. Santiago, Chile. Fono (56-2) 27180823
E-mail: [email protected] (Autor para correspondência)
** Avda. Universidad Anáhuac N° 46- Huixquilucan, Estado de México
Email: [email protected]
Abstract

This investigation into m-commerce suggests a model in which some experiential dimensions of

online shopping act as antecedents of m-shopper satisfaction. Causal relationships are tested by a

model of structural equations. A non-probabilistic convenience sample composed of mobile buyers

from Chile and Mexico is used. The results show that the m-shopper's satisfaction with their online

shopping experience is a consequence of the reputation and trust that they perceive of mobile

commerce. In turn, it is confirmed that satisfaction is a reaction to the affective evaluation of the

mobile shopper. Affective evaluation is understood as the result of the hedonic and functional

attributes perceived by mobile shoppers in their online shopping experience. Among m-shoppers

from Chile and Mexico, differences are observed in the relationships between reputation and trust

and between functional benefit and affective evaluation. This study contains some implications for

mobile commerce managers who want to improve mobile buyer satisfaction.

Keywords: M-commerce, m-shopper, satisfaction, reputation, trust, affection, perceptions.

 2

PRECEDENTS OF THE SATISFACTION OF M-SHOPPERS. A CROSS-COUNTRY

ANALYSIS.

1. Introduction

Using the Internet and mobile devices has had a significative effect on relationships between

stores and consumers (Kuo et al. 2009). Thanks to this technological disruption, current consumers

not only have the store as a traditional channel but also have at their disposal electronic commerce

(e-commerce) and mobile commerce (m-commerce) that facilitate the making of purchase

decisions (Maity and Dass, 2014; Wagner et al. 2013). It is in this context that retail sales through

e-commerce worldwide amounted to 2.3 trillion US dollars in 2017. It is expected that this amount

will increase by 110% by 2021 (Statista, 2018). In the same way, increased usage of the Internet

and mobile devices have supported an explosive expansion of commerce using mobile technology

(Lu and Su, 2009). Mobile commerce is the facility through which products can be purchased

anywhere via an Internet-enabled wireless device that allows users to search for products online

without the use of a laptop (Clarke III, 2001). The rapid transition from store to e-commerce to m-

commerce (Chong, 2013; Wu et al. 2009; Choi et al. 2008), has allowed consumers to adopt

attitudes that have had a positive impact on the intent to buy online (Korzaan, 2003).

In line with the model for measuring the acceptance of technologies (TAM) suggested by

Davis et al., 1989, it has been declared that perceived utility and perceived ease of use are not only

the main supports of the attitude and intention of use of technology (Chang et al., 2015; San-Martín

et al., 2013) but also positively influence user and/or consumer satisfaction (Ong et al., 2009; Liao

et al., 2007). However, despite the evidence, this study suggests that perceived utility and perceived

ease of use are the mainstay of the m-shopper's affective evaluation. This affective evaluation

provokes positive effects on the satisfaction and trust of the m-shopper and the reputation of m-
 3

commerce. For measurement purposes, the perceived utility and the perceived ease of use are

considered as the perceived functional benefit and the perceived hedonic benefit by the m-shopper.

Emerging onto the market through the online shopping experience, the mobile shopper (m-

shopper) expects significant satisfaction (Varnali and Toker, 2010). In this new era of digital

commerce, the satisfaction of the m-shopper is an essential part of the success of stores, and the

findings have shown that mobile satisfaction positively impacts the consumer’s intention to use m-

commerce (Agrebi and Jallais, 2015; Koivumäki et al. 2008). Likewise, the beneficial effect of

mobile shopper satisfaction on loyalty to m-commerce is highlighted (Kim et al. 2009; Choi et al.

2008) and includes the positive effects of word-of-mouth (San-Martin et al. 2015) repetition of

purchases (Rose et al. 2012; Lee and Jun, 2007) and price tolerance (Turel and Serenko, 2006).

Despite the importance that mobile shopper satisfaction has for stores, there are contradictory

arguments around the factors that determine it. On one hand, it has been argued that the satisfaction

of the m-shopper is the result of the mobile device`s perfomance and the accessibility of m-

commerce (Choi et al. 2008) as well as entertainment and social influences (San- Martin et al.

2015). On the other hand, it has also been pointed out that it is a consequence of the quality of the

provider and its website, the quality of the mobile technology (Suki, 2011) the quality of the

information offered through the mobile service (Koivumäki et al. 2008) and of its perceived quality

(Kuo et al. 2009; Turel et al. 2006). Furthermore, it has been highlighted in the specialized literature

that the functional and hedonic advantages discerned by the m-shopper positively influence

satisfaction with m-commerce (Agrebi and Jallais, 2015). However, this study suggests that both

the perceived functional and hedonic benefits first determine an affective evaluation of the mobile

shopper (Bui and Kemp, 2013; Desmet et al. 2007) and that satisfaction with m-commerce depends

on this evaluation (Carr et al. 2003). In the same way, it has been pointed out that mobile shopper

satisfaction positively influences trust towards m-commerce (Hung et al. 2012; Rose et al. 2012;
 4

Suki, 2011, Kim et al. 2008). However, our investigation proposes that trust in m-commerce has a

beneficial influence on the satisfaction of mobile shoppers (Susanto et al. 2016), a trust that, in

turn, is a consequence of the reputation of m-commerce (Kim and Park, 2013) and of the affective

evaluation carried out by the mobile shopper (Friedman, 2009). In addition, the findings indicate

that trust in the m-commerce industry has been measured as a one-dimensional factor (San-Martin

and López-Catalán, 2013) whereas this study suggests that it can be measured as a

multidimensional factor composed of the honesty, benevolence and competence of m-commerce.

At the same time, the evidence indicates that there are universal patterns of behavior adopted

by mobile consumers when using m-commerce that are influenced by cultural differences (Harris

et al. 2005; Lee et al. 2002). Proof of this is that, when wishing to use m-commerce, trust in digital

transactions has a greater influence on digital shoppers in Australia, for example, than in Taiwan

(Kao, 2009). In the same way, regarding the impulse of adopting m-commerce, in the USA this

intention is affected by the pleasure of use perceived by digital consumers, whereas in China it is

affected by the perceived utility (Dai and Palvi, 2009). From this perspective, to broaden the

discussion, this study proposes a model with some antecedents that may be key factors in the

mobile satisfaction of the m-shopper. Keeping in mind that it has been suggested that cultural

differences may influence some factors inherent to the behavior of m-shoppers when making their

shopping decisions, a study has been carried out in Chile and Mexico in order to demonstrate this

proposal. Both these developing economies rank inside the potential leaders band of the Index

Advancement Technological (IAT) for usage of the World Wide Web (UNDP, 2018). Similarly,

both countries lead the ranking of competitiveness and productivity in Latin America (WEF, 2018).

2. Literature review

2.1. M-shopper satisfaction

 5

Past studies have argued that mobile client satisfaction is characterised as the perception of

total consumer consumption that uses the mobile services (Kuo et al. 2009). In the same way, it

can be considered as a total response of the consumer to the shopping experiences in a m-commerce

trading area (Lin and Wang, 2006). This has been attested to in specialized studies in psychology

and marketing which have suggested that user satisfaction with m-commerce is a general

evaluation after the experience with a mobile device (Sohn et al. 2017).

The obvious importance of the shopper`s satisfaction with their mobile device is made tangible

in the telematics and informatics literature, where it is stated that m-shopper satisfaction is a key

antecedent to continuing to buy (Hew et al. 2017; Hsu and Lin, 2015). Similarly, specialized

literature on decision support systems has also made it clear that satisfaction with m-commerce is

determinant in the intention to commit to a mobile device (Kim et al., 2013). Moreover, it has been

found in the literature specializing in computers and human behavior that there is a strong link

between satisfaction with m-commerce and the user`s lifestyle (Samaha and Hawi, 2016). From

this perspective, the satisfaction of the m-shopper, on the one hand, could be defined as an

emotional response to the degree and speed with which m-commerce is adopted, and on the other,

as a response to the expected benefits of using m-commerce. In the same way, it could also be an

emotional response to the coherence between the expectation of use and the real performance of

m-commerce (Hung et al. 2007).

2.2. Reputation of m-commerce

According to the specialized materials on communications management, corporate reputation

may be defined as representing the behavior of m-commerce as perceived by the user (Kim, 2016).

In this sense, the findings in the international trade literature show that reputation is one of the most

valuable intangible assets of companies that operate worldwide (Sarstedt et al. 2013). In turn, this
 6

finding has been confirmed in business-to-business marketing literature, arguing that reputation

may be a general impression by a group or multiple stakeholders (Rindova et al. 2005).

From this perspective, a good reputation considers the quality of m-commerce, which will,

therefore, affect the user's buying behavior (Walsh et al. 2016). In this way, findings found in

industrial marketing management literature show that a good reputation can be an asset for m-

commerce because the user will be assured that the supplier is credible (Hansen et al. 2008).

Similarly, in business ethics literature, it is suggested that a good reputation may be a high-level

factor that allows for a sustainable competitive advantage to be achieved over time (Lai et al. 2010).

Given this background, a good reputation in m-commerce could be a significant competitive

advantage to attract the m-shopper.

2.3. Trust in m-commerce

Given the massive expansion of mobile devices, the findings in the electronic commerce

literature have revealed that trust plays a key role as a precedent to a favorable perception of m-

commerce (Lee and Park, 2013; Lee, 2005). Likewise, it has been stated that trust is an important

antecedent of the m-shopper`s intention to obtain information and to make a purchase (Lu et al.

2010). Furthermore, it has become evident in retail literature and consumer services that trust is a

key factor in an exchange. This exchange involves interdependence, uncertainty, and risk between

the parties. (Premazzi et al. 2010). From a vantage point of marketing, trust may be defined as the

perceived certainty of one party that the counterpart has integrity and reliability (Sirdeshmukh et

al. 2002).

Past studies have demonstrated that trust may be conceived as a multifaceted construct (Zhao

et al. 2018; Bordonova and Polo, 2004) composed of honesty, benevolence, and competition

between parties (Marinao et al. 2017). Honesty can be defined as the expectation that a counterpart
 7

keeps their word, fulfills their obligations and promises and is sincere (Sanzo et al. 2003).

Benevolence is the expectation that the counterpart respects the interests and well-being of the

other and tries to help and guide it (Mayer et al. 1995). Competence is the expectation that the

counterpart has the necessary knowledge, skills, and competence to perform their functions

(Sirdeshmukh et al. 2002). In this way, through honest, benevolent and competent signals, the m-

shopper will be able to establish a bond of trust with m-commerce.

2.4. Affective evaluation of m-commerce

It has been revealed in the literature of technological marketing that an emotional connection

with m-commerce will improve the shopping experience of the m-shopper (Ratten, 2011). In the

same way, it has been suggested that the future sensitivity of mobile devices to human emotions

will allow for greater personalizing of the experience of the m-shopper (Nielek and Wierzbicki,

2010). The specialized literature on emotions has affirmed that electronic commerce may be

characterized as a form of affective technology strongly connected to the emotions of the user

(Vincent et al. 2009). Similarly, it has been highlighted in the specialized literature on decision

systems that mobile commerce, through repeated contact with its applications and the user's basic

self-evaluations, provoke positive emotions in the user (Wu et al. 2016). In this context, m-

commerce will be subject to a constant affective evaluation by m-shoppers. Affective evaluation

indicates the subjective feelings of the consumer the client`s impression of the characteristics of a

product (Park et al. 2013).

It has been demonstrated in the literature of cyber-psychology, behavior and social networks

that the use of m-commerce, in a social context, helps regulate the affective state of the user,

causing positive psychological benefits (Hoffner and Lee, 2015). The findings found in the

information and management literature have shown that the affective state is a response to the
 8

different stimuli offered by m-commerce associated with the objectives and motivations of the m-

shopper (Éthier et al. 2006). In addition, the mobile learning and organization literature affirms that

mobile commerce has uniform effects on the affective state of users, so it does not distinguish

between gender and age (Thorsteinsson and Page, 2014).

2.5. Hedonic benefit and the m-shopper

The pleasure experience of m-shoppers is a key element in building the virtual or interactive

m-commerce environment (Parker and Wang, 2016; Davis, 2009). Given this context, the literature

states that the hedonic benefit is better perceived by m-shoppers through a mobile device with a

friendlier aesthetic (Kim and Sundar, 2014; Sela and Berger, 2012). It has been argued that the

hedonic benefit emerges from the client's sensory experience, particularly from their desire to live

pleasurable experiences in relation to the product or service (Hirschman and Holbrook, 1982).

According to strategic e-commerce literature, the hedonic experience reflects the entertainment and

enjoyment of the m-shopper when making purchases via m-commerce (Kalliny and Minor, 2006).

The specialized literature on human behavior and computers has revealed that technological

progress allows mobile commerce to provide hedonic responses to m-shoppers (Filieri and Lin,

2017).

This has been further confirmed in the human-computer interaction literature where it is

established that mobile commerce sensory technologies provide a hedonic experiential value for

the m-shopper (Xu et al. 2012).

2.6. Functional benefit and the m-shopper

It is confirmed in associated literature that technological progress allows mobile commerce to

provide functional responses to m-shoppers (Filieri and Lin, 2017). The findings have allowed

mobile commerce utility technologies to provide a functional value for the m-shopper (Xu et al.
 9

2012). In this sense, it has been proven that efficiency and convenience are the main attractive

features of m-commerce (Parker and Wang, 2016). It is also argued that the functional benefit

perceived by consumers is a consequence of the purchase of services and/or products

commensurate with their needs (Babin et al. 1994). The findings in the specialized literature reveal

that mobile devices which incorporate state-of-the-art touchscreen technology, and allow for the

most dynamic and intuitive experience, improve the functional experience of the m-shopper (Kim

and Sundar, 2014; Sela and Berger, 2012). Therefore, the perceived utility and user friendliness in

enabling devices to visit m-commerce are the main indicators of the functional benefit perceived

by the m-shopper (Malaquias et al. 2018; Malik et al. 2013). In this context, the functional benefit

sensed by m-shoppers reflect the time, location, adaptability, personalization and effectiveness of

the purchase as offered by m-commerce (Yang, 2010; Venkatesh et al. 2003).

3. Hypothesis

3.1. Reputation of m-commerce as antecedent of the satisfaction of the m-shopper

The effect of reputation on consumer satisfaction has been analyzed from many perspectives.

The studies on information resource management have revealed that the degree of m-shopper

satisfaction relates to the reputation of mobile applications (Zheng and Jin, 2016). Similarly,

previous studies in marketing and business reveal that reputation has a strong and direct effect on

consumer satisfaction (Xie and Haugland, 2016; Su et al. 2016). Likewise, in the literature on

industrial management and data systems it has been shown that the reputation of social networks

can have a positive effect on the satisfaction of its members (Casaló et al. 2009). Moreover, in the

area of e-commerce, the marketing literature points out that reputation has a great effect on

consumer satisfaction (Jin et al. 2008). In the services sector, business management literature has

shown that a brand's reputation has a strong impact on consumer satisfaction (Sengupta et al. 2015).
 10

From this perspective, for the relationship between the m-shopper and m-commerce it can be

proposed that:

H1. The reputation of m-commerce directly and positively affects m-shopper satisfaction

3.2. Trust in m-commerce as antecedent of the satisfaction of the m-shopper

Different studies have addressed the association between trust and satisfaction. These studies

suggest that it is consumer satisfaction that influences trust (Hung et al. 2012; Rose et al. 2012;

Suki, 2011; Kim et al. 2008). However, this suggests that in m-commerce there is an inverse path,

in which trust influences consumer satisfaction. Furthermore, associated literature on industrial

management and data systems suggest that trust in m-commerce has a strong effect on the

satisfaction of m-shoppers (Susanto et al. 2016). Similarly, findings in the material on customer

information and behavior systems indicate that trust in e-commerce has a direct and strong effect

on m-shopper satisfaction (Kim et al. 2009; Kim et al. 2009; Wagner and Rydstrom, 2001).

At the same time, it has been confirmed in the industrial marketing literature that trust in the

business strongly influences consumer satisfaction (Xie and Haugland, 2016). This relation

between trust and satisfaction is also confirmed in organizational studies which show that the trust

of employees in their organization positively influences job satisfaction. (Paillé et al. 2010). In a

similar manner, this strong link between consumer trust as a precedent for satisfaction has been

supported in marketing literature through the relationship between the consumer and luxury

products (Chiou and Droge, 2006). With this in mind, the following can be proposed in relation to

trust and satisfaction in the area of m-commerce:

H2. Trust in m-commerce directly and positively affects the m-shopper`s satisfaction

3.3. Reputation of m-commerce as antecedent of the trust in mobile commerce

 11

The relationship between reputation and trust has been observed from different approaches.

The literature on industrial marketing management has shown that reputation is a key antecedent

of trust (Keh and Xie, 2009). Similarly, the findings reported in the information management

literature show that an e-commerce company`s reputation has a strong effect on consumer trust

(Pavlou, 2003; Kim and Park, 2013). In this sense, also in the context of electronic commerce, this

synergy between reputation and consumer trust is supported in the international marketing

literature through a multicultural analysis between South Korea and the US (Jin et al. 2008). In the

literature of information science, the findings also show that, for the users of social networks, the

reputation of members is a key antecedent to establish relationships of trust among each other (Siau

and Shen, 2003). According to this approach, and within the framework of in m-commerce, the

following hypothesis can be proposed:

H3. The reputation of m-commerce directly and positively affects trust in m-commerce

3.4. Affective evaluation of the m-shopper as antecedent of the trust in m-commerce

Past studies have highlighted the connection between consumer emotional state and

reputation. It has been demonstrated in marketing studies that the affective experience of the client

with the brand will directly and positively affect the reputation of the brand (Ozyer, 2016). In the

specialized material on reputation, it is affirmed that the construction of good employee practices

also directly and positively affect reputation, which in turn increases the emotional appeal of the

company (Friedman, 2009). Also, the business management literature affirms that the affective

commitment of employees has a strong impact on the reputation of the company (Helm, 2011) It

has also been argued in the literature of corporate communications that the employees’ emotional

identity with the organization is an important antecedent of the corporate reputation (Cian and
 12

Cervai, 2014). In this context, the relation between affective evaluation and trust in mobile

commerce can be hypothesized as follows:

H4. The affective evaluation of the m-shopper directly and positively affects the trust in m-

commerce

3.5. Affective evaluation as antecedent of the satisfaction of the m-shopper

In general, the relationship between emotional state and satisfaction has been widely observed.

In the seminal study by Oliver, (1993), it is argued that the effect of the consumer towards the

attributes of the product directly and positively influence satisfaction. In the same way, it has been

demonstrated in the specialized literature on industrial ergonomics that the positive feelings

towards a mobile device directly and positively affect the satisfaction of the m-shopper (Hong et

al. 2008). Likewise, it has been verified in the study material that the affective experience of the

customer with the product positively affects their satisfaction (Homburg et al. 2006). Similarly, the

business management literature confirms that the emotional response connected to the consumer

experience are significant antecedents of satisfaction (Caro and García, 2007). Also, the literature

of applied psychology has stated that the perceived affective climate of an organization will

positively impact the satisfaction of work personnel (Carr et al. 2003). From this perspective, in

the framework of m-commerce, the connection between satisfaction and affective evaluation can

be hypothesized as follows:

H5. Affective evaluation directly and positively affects the satisfaction of the m-shopper

3.6. Affective evaluation of the m-shopper as antecedent of the trust in m-commerce

The relationship between emotional state and trust has been approached from different points

of view. It has been argued in the telematics and computer literature that positive m-shopper
 13

emotions have an impact on trust in mobile commerce (Wu et al. 2017). Similarly, evidence in the

decision systems literature indicates that user emotions in mobile applications positively impact

trust in the mobile device (Wu et al. 2016). From a sociological perspective, trust between one

party and another is the result of the emotional investment of one of the parties in the other (Lewis

and Weigert, 1985; Morrow et al. 2004). Furthermore, management literature has shown that

affective attachment between individuals has a strong impact on mutual trust (Williams, 2007).

Similarly, the findings in the risk analysis literature confirm that feelings associated with previous

experiences directly and positively affect trust. (Terpstra, 2011). Additionally, in the research

material on personality and social psychology it has been found that in a relationship between two

parties, the emotional state on one side positively affects the trust that can be placed on the other

(Dunn and Schweitzer, 2003). According to these arguments, and within the framework of mobile

commerce, it can be proposed that:

H6. The affective evaluation of the m-shopper directly and positively affects trust in m-commerce

3.7. The hedonic benefit perceived by the m-shopper as antecedent of the affective evaluation

Various studies reveal the positive connection between the hedonic benefit and the consumer`s

emotional state. It has been verified in marketing material that the hedonic engagement of the client

with the attributes of the product directly and positively affect their emotional experience (Chitturi

et al. 2007). Similarly, through the seminal study of Mano and Oliver, (1993) it is discovered that

the post-consumer assessment of the product`s hedonic value is an important antecedent of the

consumer's emotional experience. The findings in the literature specializing in the relationship

between knowledge, technology and politics show that the user's affection for a smartphone is a

consequence of the device's hedonic characteristics (Desmet et al., 2007). The findings in the brand

management literature show that a high hedonic value attached to a product`s attributes directly
 14

impact the customer's positive emotions (Chaudhuri and Holbrook, 2002). Furthermore, in the

framework of electronic commerce, it is found in retail literature and distribution management that

a high hedonic purchase value positively regulates the consumer's emotional purchase (Bui and

Kemp, 2013). Building on this approach, within the framework of m-commerce, the relationship

between hedonic benefit and affective evaluation can be proposed as follows:

H7. The hedonic benefit recognized by the m-shopper directly and positively affects the affective

evaluation of m-commerce.

3.8. The functional benefit perceived by the m-shopper as antecedent of the affective evaluation of

m-commerce

Different previous studies have revealed the connection between the consumer`s affective

state and functional benefit. It has been verified in associated marketing studies that the functional

engagement of the client with the attributes of the product directly and positively affect their

emotional experience (Chitturi et al. 2007). Similarly, discoveries in the specialized literature on

the relationship between knowledge, technology and politics show that the user's affection towards

a smartphone is a consequence of the functional characteristics of the device (Desmet et al. 2007).

In addition, through the seminal study of Mano and Oliver, (1993) it is affirmed that the post-

consumption assessment of the functional value of the product is an important antecedent of the

consumer's emotional experience. The findings in the brand management literature show that a

high functional value given to the attributes of the product will have a direct impact on the positive

emotions of the consumer (Chaudhuri and Holbrook, 2002). From this perspective, in the context

of mobile commerce, the connection between the functional benefit and the affective evaluation

can be hypothesized as follows:

 15

H8. The functional benefit recognized by the m-shopper directly and positively affects the affective

evaluation of m-commerce.

Schematically:

INSERT FIGURE 1 HERE

4. Methodology

4.1. Development of scales

In this section the intention is to establish the appropriate scale to measure the relationships

that support this study. On one hand, the reputation of m-commerce, the trust in m-commerce and

the affective evaluation carried out by the m-shopper are antecedents of the m-shopper`s

satisfaction. Therefore, the reputation of mobile commerce is a forerunner of trust in mobile

commerce. In contrast, the reputation and trust in mobile commerce are consequences of the

affective evaluation carried out by the m-shopper. The affective evaluation of m-commerce is the

result of the hedonic benefit and the functional benefit perceived by the m-shopper. To verify if

each of the scales are satisfactory in terms of dimensionality, reliability and validity, various

methodological processes were conducted in stages (Deng and Dart, 1994).

Firstly, scales were built for content validity by means of a thorough examination of associated

studies and a rigorous consideration of the scales employed by them. For example, for satisfaction

the reference of Kim et al. (2013); Choi and Lee (2012) was used; for reputation, Nguyen and

Leblanc (2001); Jarvenpaa et al. (2000); Fombrun et al. (2000); for trust Idimudia and Raisinghani

(2014); Atkinson and Butcher (2003); McKnight et al. (2002) and for affective evaluation Yeh et

al. (2016); Yoo et al. (1998) and Madden et al. (1988). For the elaboration of the hedonic benefit
 16

scale Chun et al. (2012) and Kim et al. (2013) were used by way of reference, and for the

construction of the functional benefit scale Park and Chen (2007), Choi and Lee (2012) and Chun

et al. (2012) were used.

A critical incident study was then carried out, in which participants described those constructs

that formed part of the analysis. This study involved 50 participants chosen in a non-probabilistic

sample for ease of convenience. Through this procedure, the previous scale of satisfaction of the

m-shopper, the reputation of the m-commerce, the trust in the m-commerce, the affective

evaluation and the hedonic and functional benefits perceived by m-shoppers were obtained. A

second debugging process of these scales was then carried out as suggested by De Wulf and

Odekerken-Schörder, (2003). A number of focus groups were conducted consisting of regular m-

shoppers from various online stores, as were surveys with specialists and business leaders from the

department store retail industry in Chile and Mexico. Through this procedure it was possible to

verify the most appropriate dimensions for each construct. Zaichkosky's method (1985) was used

and modified for this study. The experts qualified every item with respect to their dimension, using

the following alternatives: clearly representative, somewhat representative, not representative.

Lastly, the decision was made to conserve those items that were of a high level of agreement

(Lichtenstein et al. 1990). Through this process it was possible to acquire the scales to construct

the questionnaire which was built in the subsequent stage. With this initial questionnaire, a

quantitative pre-test was performed on a sample of 50 random participants. Later an exploratory

factorial analysis was performed with this data and the Cronbach's Alpha was determined for every

resulting dimension. Through this process it was possible to validate the existence of each proposed

dimension. The indicators were composed as statements and the answers written according to a 7-

point Likert scale (see Table 1). All indicators were composed in a clear and concise manner that

ensured all interviewees would be able to understand and answer with ease.
 17

INSERT TABLE 1 HERE

4.2. Data collection

A non-probabilistic sample (Soroa-Koury and Yang, 2010; Aldás-Manzano et al., 2009; Wu

and Wang, 2005) was used with m-shoppers that had purchased at least once through online stores

in Chile and Mexico (see Table 2). This was verified by means of statements open to the

respondents. Following the procedure, the next stage saw the data collected. A total of 1,464 m-

shoppers took the final survey, 710 in Santiago and 754 in Mexico City.

INSERT TABLE 2 HERE

5. Results

5.1. Assessment of the measurement model

Once the data was collected, a psychometric analysis was carried out to acquire scales with a

good degree of dimensionality, reliability and validity. An exploratory factorial analysis, a

confirmatory factorial analysis and several reliability analyses with Alpha, Construct Reliability

and Extracted Variance (AVE) of Cronbach were then applied. To identify those items that did not

fit their dimension, factor analyzes of the main components with varimax rotation were carried out

(Hair et al. 1998). In accordance with this process, no elimination of indicators from the scales

evaluated was necessary (see table 3). Every indicator presented an amount of unidimensionality,

with factorial loads greater than 0.4 (Larwood et al. 1995).

INSERT TABLE 3 HERE

With regards to the differing scales used in this investigation, a Confirmatory Factor Analysis

(CFA) was developed to corroborate whether the variables or indicators adequately fit the model

(Huang et al. 2015). The requirements considered subscribed to the measures outlined by Jöreskog

and Sörbom, (1993). The first being to eliminate those indicators that had a weak convergence
 18

condition with the latent variable to which it corresponded. A student’s t greater than 2.28 (p <0.01)

was put forth as the requirement. The second measurement being to isolate the variables whose

translated loads in standardized coefficients were less than 0.5. Thirdly, those indicators with a

linear R2 ratio less than 0.3 were removed. For this procedure, the AMOS SPSS statistical package

was utilized in its 24th version. For this analysis, the first and second criteria were not applied to

eliminate indicators, since each showed a strong convergence with its corresponding latent

variable, surpassing in all cases a student’s t of 2.28. In addition, in all cases the standardized

coefficients were higher than 0.5. In order to confirm that trust in m-commerce was really a

multidimensional construct, a strategy of rival models (Steenkamp and Van Trijp, 1991) was used,

contrasting a first-order model with another, second order model. In both instances, the second

order model demonstrated a superior correspondence than the first order model (Table 4),

substantiating the construct’s multidimensionality. In this way, it has been shown that trust is a

multidimensional factor composed of the honesty, benevolence and competence of m-commerce.

INSERT TABLE 4 HERE

Accordingly, a confirmatory factor analysis was applied to the trust construct, inclusive of its

three dimensions. After, the process was performed with all the variables of the proposed final

model, including satisfaction, reputation, trust, affective evaluation, hedonic benefit and functional

benefit. It was not necessary in either case to remove any indicators. Both for the trust model in m-

commerce and for the proposed final model, the adjustments were very satisfactory. In fact, for the

trust model: IFI 0.995; CFI 0.995; RMSEA 0.056; Normed2 4.734; p <0.001. For the proposed

final model: IFI 0.941; CFI 0.941; RMSEA 0.059; Normed2 5.175; p <0.001. When the optimum

model was obtained, each scale was checked for reliability. For this, Cronbach's Alpha (limit 0.7),

Composite Construct Reliability (limit 0.7) (Henseler et al. 2015) and Analysis of Extracted
 19

Variance (limit 0,5) were used (Fornell and Larcker, 1981). The normality of the data was assessed

by observing the univariate normality utilizing the asymmetry and kurtosis test. For all variables,

the results showed that the absolute values of bias and kurtosis are less than 2 (Hsu and Lin, 2015).

The results show (in Table 5) that in all cases the minimum values established by these reliability

parameters are met.

INSERT TABLE 5 HERE

Finally, the validity was verified, considering the content validity and the construct validity.

All scales in this analysis present a good degree of content validity, as a result of an in-depth

analysis of the associated study material. An examination of critical incidents with m-shoppers that

visited the online points of sale in Chile and Mexico were included in this study. Subsequently,

through focus groups with m-shoppers and detailed interviews with business leaders and specialists

in both Chile and México, the scales were refined. To comply with the validity of the construct,

and analysis was applied to determine whether the proposed scale, already refined, complied with

the convergent and discriminant validity. The convergent validity was confirmed recognizing that

all the standardized coefficients of Confirmatory Factor Analysis (CFA) were statistically

significant at 0,01 and greater than 0,5 (Bagozzi and Yi, 1988). To establish the presence of

discriminant validity, the confidence interval test was employed (Anderson and Gerbin, 1988). The

first test consists of constructing the confidence intervals resulting from the correlations between

the different latent variables that compose the CFA model of trust in m-commerce.

As reported by this test, there is a discriminant validity, when the value 1 is not contained in

the confidence interval (Bagozzi, 1981), indeed, the correlations in all cases, move away

considerably from this value. The second test consists of comparing the variation obtained between

the 2 statistic of the proposed CFA model and the value of this statistic in identical-albeit
 20

alternative-models that contain pairs of latent variables for which it is desired to determine their

discriminant validity, coefficient at 1. According to this test (see table 6), both the trust model and

the proposed full model have discriminant validity since the statistic 2 of the model obtained is

significantly lower (or better fits the model) than other alternatives models (Bagozzi and Phillips,

1982).

INSERT TABLE 6 HERE

5.2. Assessment of structural model

The structural model was evaluated using the statistical software SPSS AMOS version 25,

using a structural equation model. Values obtained from the adjustment of the model are kept inside

the acceptable ranges (Bagozzi, 1981): IFI 0.921; CFI 0.921; RMSEA 0.068; Normed2 6.514; p

<0.001. As demonstrated in Figure 2, through the standardized β obtained, the reputation of m-

commerce (β 0.24; p <0.001), trust in m-commerce (β 0.38; p <0.001) and the affective evaluation

(β 0.28, p <0.001) performed at m-commerce directly and positively affect the satisfaction of the

m-shopper (R2 0.73). As can be seen, for m-commerce in Chile and Mexico, these factors have an

important role as antecedents of m-shopper satisfaction.

Similarly, the reputation of mobile commerce (β 0.43, p <0.001) directly and positively affects

trust in m-commerce (R2 0.62, p <0.001). The affective evaluation made to m-commerce directly

and positively affects the reputation of m-commerce (β 0.45, R2 0.18, p <0.001) and trust in m-

commerce (β 0.37, R2 0.62), p <0.001). In turn, the hedonic benefit (β 0.43, p <0.001) and the

functional benefit (β 0.47, p <0.001) perceived by the m-shopper directly and positively affect the

affective evaluation made to m-commerce (R2 0.45). Finally, it is revealed through standardized λ

values that trust is composed of honest m-commerce (λ 0.75, p <0.001); benevolent m-commerce

(λ 0.98, p <0.001) and competent m-commerce (λ 0.90, p <0.001).

 21

INSERT FIGURE 2 HERE

As can be seen in Table 7, it was possible to validate each of the relationships raised through

the eight hypotheses of this study.

INSERT TABLE 7 HERE

5.3. Multigroup analysis

Initially, the optimum results obtained through the methodological procedure described

validating the psychometric quality of the scales and subscales that support the theoretical model

of this study allow us to carry out an analysis of equivalence of measures between groups. Having

verified this requirement, it is possible to perform the comparison between groups, then, by using

AMOS SPSS, version 25, to observe the chi-square difference and the Comparative Fit Index

(Cheung and Rensvold, 2002) between an unconstrained model (configurable invariance) (2

=3388.8; df=844; CFI=0.916; p<0.001), and a constrained model (metric invariance) (2 =3476.8;

df=877; CFI=0.914; p<0.001) (Yu and Shek, 2014).

The values obtained reveal a good fit with the constrained model (metric invariance model).

As can be observed, the variation of the indexes between the two models (Δ2 = 88; Δdf = 33;

ΔCFI = 0.002; p <0.001) are statistically significant. Due to the sensitivity of 2 to sample size, the

criterion of considering the increase in CFI at 0.002 <CFI = 0.01 (Cheung and Rensvold, 2002)

was chosen to confirm that there is metric equivalence between the Chilean and Mexican m-

shoppers.

With this background, it is possible to check whether there are differences at the level of each

specific relationship raised in the eight hypotheses of this study (Byrne, 2004). Through AMOS,
 22

SPSS, version 25, the multigroup analysis (see Table 8) of both groups was performed (Chile -

Mexico). In both groups, the eight relationships were significant (p <0.001). To continue with the

analysis, the value of 2 was obtained for each of the eight relationships to be compared between

the two groups (scalar invariance). To measure the difference of 2 (Yu and Shek, 2014), the values

obtained were compared against a reference value of 2 = 3395.43 (99% confidence level (CL).

Values above this threshold of 2 will be proof that notable variation exist between groups. To

observe the bias of Δ2 given its sensitivity to the sample size (Cheung and Rensvold, 2002), the

calculation of the critical proportion for both groups was completed. A critical ratio greater than ±

1.96 will indicate that there are significant differences between the groups (Byrne, 2004).

Therefore, through both procedures, significant variations were identified in two of the eight

relations established between the groups in Chile and Mexico. This was verified by the values

obtained in the relationship between the m-commerce reputation (Chile β 0.51; Mexico β 0,38 p

<0.001) and the trust m-commerce (2 = 3398.8, CR = -3.107, p <0.001) and, in the relation

between functional benefit (Chile β 0.35; Mexico β 0,56, p <0.001) and evaluation affective (2 =

3400.5, CR = 3.454, p <0.001).

INSERT TABLE 8 HERE

6. Discussion and conclusion

6.1. Discussion

It has been established that the satisfaction of the m-shopper is a consequence of the reputation

of m-commerce, of the affective evaluation made to mobile commerce, and of the trust in mobile

commerce. These findings are in agreement with past studies in the field of technology. In this

sense, the care that online stores must provide to the reputation of their m-commerce is evident
 23

given that it is a main intangible asset of the company (Sarstedt et al. 2013) that can support user

satisfaction (Casaló et al. 2009; Zheng and Jin, 2016). The affective evaluation that is made to m-

commerce is a key factor of emotional bonding with the m-shopper (Éthier et al. 2006). From this

perspective, m-commerce through online stores will concentrate all the necessary efforts to create

positive emotions in the m-shopper. In this way, the m-shopper`s states of happiness, joy and fun

will be the best expression of a positive affective evaluation of m-commerce. This effort will

improve the online shopping experience (Ratten, 2011).

A positive affective evaluation of mobile commerce will influence the m-shopper`s

satisfaction (Hong et al. 2008; Homburg et al. 2006). Although it has been insisted that it is the

satisfaction of m-shopper that influences trust in m-commerce (Hung et al., 2012, Rose et al., 2012;

Suki, 2011; Kim et al., 2008), the findings of this research are to the contrary.

The trust is a multidimensional factor formed by the honesty, benevolence and competence of m-

commerce. In fact, the findings of this study indicate that when m-commerce is perceived to act in

an honest, benevolent and competent manner, the satisfaction of the m-shopper is positively

affected. (Lee and Park, 2013; Lee, 2005). Therefore, the trust acts as a key antecedent of the

satisfaction of the m-shopper (Susanto et al. 2016). These efforts focused on reputation

management (Kim, 2016), affective evaluation (Nielek and Wierzbicki, 2010) and trust in m-

commerce (Lu et al. 2010) will be the best way to strengthen the satisfaction of m-shoppers (Jin et

al. 2008; Hong et al. 2008; Kim et al. 2009). The challenge for e-stores is then to recreate the

satisfaction of the m-shopper, not only from the customer's perspective (i.e. trust and affective

evaluation), but also, considering organizational elements of m-commerce (i.e. reputation).

The reputation of m-commerce plays a very important role as antecedent of the trust that the

m-shopper can deposit in m-commerce. This finding is in agreement with other research in the area

of electronic commerce (Kim and Park, 2013; Jin et al., 2008). This strong bond generated between
 24

reputation and trust acts as a support for the satisfaction of the m-shopper. Furthermore, in

communication through social networks, reputation becomes the main antecedent of trust among

users of mobile devices (Siau and Shen, 2003). Therefore, given the speed of the flow of virtual

information, it is very high risk not to maintain and permanently improve the reputation of m-

commerce.

The functional and hedonic factors of m-commerce influence positively on the satisfaction of

the m-shopper (Agrebi and Jallais, 2015). However, it has been proven that both factors first

strengthen the affective evaluation of m-commerce as an important antecedent of m-shopper

satisfaction. The affective evaluation that the m-shopper makes to m-commerce is an outcome of

the hedonic and functional benefit perceived by the m-shopper. These findings are in line with past

studies (Desmet et al., 2007). In this way, a high hedonic purchase value will positively influence

the emotional experience of the m-shopper (Bui and Kemp, 2013; Li et al. 2012). Equally, the

functional value obtained by the m-shopper positively influences their emotional experience

(Parker and Wang, 2016; Desmet et al. 2007). Although previous studies suggest that the functional

benefit perceived by the m-shopper is negatively related to their emotions (Li et al. 2012), the

findings of this investigation suggest the opposite. From this point of view, a positive emotional

shopping experience will be a consequence, on the one hand, of the entertainment and enjoyment

of the m-shopper when making purchases in m-commerce (Kalliny and Minor, 2006) and, on the

other, access to mobile devices enabled with touch screen technology that allow for a speedier,

more dynamic and intuitive interaction (Kim and Sundar 2014; Sela and Berger, 2012). In this

sense, the functional and hedonic attributes are not only important predictors of the intention of the

m-shopper to use m-commerce (Malik et al. 2013), but also play a key role as antecedents of the

affective evaluation of the mobile commerce.

 25

The findings indicate that there are technological and competitive similarities between Chile

and Mexico. However, the m-shoppers in Chile value the reputation of m-commerce as an

endorsement of their trust to buy online more than the m-shoppers of Mexico. This conclusion

agrees with Kim and Noh, (2012). This indicates that consumers may use a store online reputation

as an antecedent for assessing their trust in the store online when making purchases. It is also

consistent with the findings reported by Pavlou, (2003), who affirms that the reputation of a web

retailer is an important antecedent of the trust of online shoppers.

The m-shopper in México, cares more to live a shopping experience through a mobile

commerce that is easy, accessible and capable of fittings ones needs and desired designs. This result

agrees with those obtained by Lee et al. (2002), who report that the functional value perceived

when using the mobile internet service has a greater impact on the users of Korea than on the users

of Japan. It is also in accordance with the findings of Stephanie et al. (2011), who affirms that for

users of mobile data services in the USA functional services are more important than for users in

Singapore.

6.2. Conclusion

In this study it has been verified that the perceived utility and the perceived ease of use are the

main support of the m-shopper affective evaluation. And that this affective evaluation triggers

positive effects on the satisfaction and trust of the m-shopper and the reputation of the m-

commerce. Trust that has been measured as a multidimensional construct composed of the honesty,

benevolence and competence of m-commerce. This study adds to the discussion surrounding the

factors that determine the satisfaction of the m-shopper. It is confirmed that the affective

evaluation, reputation and trust directly and positively influence the satisfaction of the m-shopper,

with a strong link between reputation and trust. It has also been confirmed that the hedonic and
 26

functional benefits perceived by the m-shopper directly and positively influence the affective

evaluation of mobile commerce. Some significant differences between the m-shoppers in Chile and

Mexico are revealed.

6.3. Managerial Implications

This research has implications for m-commerce managers wanting to build an online

shopping experience that is satisfactory to the m-shopper. Taking good care of the reputation of m-

commerce should be a permanent challenge for managers, demonstrating that m-commerce is

trustworthy and of good quality. Building an emotional m-shopper experience based on ease of use

and relaxed navigation by m-commerce should be a priority.

6.4. Limitations and future research

The main limitation of this study is the non-probabilistic sampling method used for

convenience. From this method it is not possible to infer that the characteristics of this sample are

the characteristics of the population. To correct this limitation, it is suggested that a probabilistic

sampling method be used in future investigations.

Although the proposed causal model works optimally, there is an important limitation for

this research, since Chile and Mexico have similar technological and competitive environments.

The characteristics of this environment restrict the generalization of the results obtained and

therefore, researchers are encouraged to extend this study to countries with more significant

technological and competitive differences.

This research did not receive any specific grant from funding agencies in the public, commercial,
or not-for-profit sectors.

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Declaration of Conflicts of Interest

This research did not receive any specific grant from funding agencies in the public, commercial,
or not-for-profit sectors.

Therefore, we declare no conflicts of interest.

Table 1: Measurement Scales

Satisfaction (Sat)
Sat1 With mobile commerce, I feel very satisfied
Sat2 With mobile commerce, I have had very satisfactory experiences
Sat3 With mobile commerce, I have achieved very important experiences
Sat4 With mobile commerce, I feel very satisfied with its characteristics
Sat5 Mobile commerce is ideal for me
Reputation (Rep)
Rep1 Mobile commerce has a very good reputation
Rep2 Mobile commerce has a better reputation than other forms of commerce
Rep3 Mobile commerce is well respected by people
Rep4 People speak very well about mobile commerce
Rep5 Mobile commerce has historically had a good reputation
Trust (Tru)
Hosm1 Mobile commerce is very reliable
Honesty
Hosm2 Mobile commerce is very integrated
Benevolence Besm1 Mobile commerce acts to my benefit
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Besm2 Mobile commerce acts in my favor

Cosm1 Mobile commerce knows what to do
Competence
Cosm2 Mobile commerce solves my life
Affective evaluation (Affe)
Affe1 Mobile commerce makes me feel happy
Affe2 Mobile commerce makes me feel content
Affe3 Mobile commerce makes me feel cheerful
Affe4 Mobile commerce makes me feel fun
Affe5 Mobile commerce makes me feel excited
Hedonic benefit (Heb)
Heb1 Mobile commerce makes me forget my problems
Heb2 Mobile commerce relieves my stress
Heb3 Mobile commerce helps me escape my routine
Heb4 Mobile commerce relaxes me
Heb5 Mobile commerce is a pleasure for my senses
Functional benefit (Fub)
Fub1 Mobile commerce is easy to use
Fub2 Mobile commerce does what I need
Fub3 Mobile commerce has the functions I need
Fub4 Mobile commerce is designed for me
Fub5 Mobile commerce is useful for me

Table 2: Sample Profile

Gender of Respondent % Marital Status %
Male 44,8
Married 17,6
Female 55,1
Single 77,3
Otro 0,1
Divorced or Separated 3,4
Total 100Widowed 0,4
Other 0,7
No response/don’t know 0,6
Total 100
Age Range of Respondents % Education %
20-30 56,8 Incomplete primary 0,3
31-40 15,9 Complete primary 0,3
41-50 12,4 Incomplete secondary 1,0
51-60 9,6 Complete secondary 27,5
Incomplete technical (high school/vocational
60 o más 5,2 1,7
training)
Complete technical (high school/vocational
Total 100 4,9
training)
Incomplete university 34,1
Complete university 18,9
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Incomplete graduate study 4,0

Complete graduate study 6,6
Other 0,3
No response/don’t know 0,3
Total 100
Current Employment % Monthly Family Income (US$) * %
Part-time job 10,7 Under 278 5,4
Full-time job 32,0 Between 279 and 463 4,0
Looking for a job 6,6 Between 464 and 863 8,0
Housewife 2,3 Between 864 and 1.389 16,8
Retired 0,4 Between 1.390 and 1852 21,4
Student 45,8 Between 1.853 and 2.778 20,0
No response/don’t know 2,2 Between 2.779 and 3.704 15,4
Total 100 Between 3.705 and 5.556 3,2
Over 5.557 2,2
No response/don’t know 3,6
Total 100
*1 US$ = 656 Chilean pesos and 18.42 Mexican’s pesos, as of Abril, 2017.

Table 3: Factorial Confirmatory Analysis of Scales

Variance
Sub scales Variable Factor load Own value
Explained (%)
Sat1 0.84
Sat2 0.86
Satisfaction Sat3 0.81 71.45 3.57
Sat4 0.88
Sat5 0.84
Rep1 0.79
Rep2 0.80
Reputation Rep3 0.87 68.66 3.43
Rep4 0.87
Rep5 0.81
Honest Hosm1 0.75
m-commerce 86.63 1.73
Hosm2 0.77
Benevolent Besm1 0.85
Trust 89.14 1.78
m-commerce Besm2 0.85
Competent Cosm1 0.80
78.50 1.57
m-commerce Cosm2 0.71
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Affe1 0.89
Affe2 0.93
Affective
Affe3 0.93 81.14 4.0
evaluation
Affe4 0.90
Affe5 0.86
Heb1 0.87
Heb2 0.91
Hedonic Heb3 0.89
benefit 79.3 3.9
Heb4 0.91
Heb5 0.88
Fub1 0.84
Functional Fub2 0.89
benefit
Fub3 0.91 73.4 3.6
Fub4 0.80
Fub5 0.85

Table 4: Multidimensional analysis of the trust in m-commerce

First-order Second-
Recommended
Indicators order
value
Trust
NCP Minimum 574.81 56.150
Absolute ECVI Minimum 0.51 0.08
RMSEA < 0.08 0.23 0.08
NFI High (close to 1) 0.85 0.98
Incremental IFI High (close to 1) 0.86 0.98
CFI High (close to 1) 0.86 0.98
AIC Minimum 619.811 104.15
Parsimony
Normed χ2 [1; 5] 59.87 10.35

Table 5: Reliability and Validity of Constructs

Average
Cronbach’s Composite Skew Kurtosis
Subscales Variable variance
Alpha Reliability
extracted
Satisfaction Sat1 0.899 0.926 0.715 -0.531 -0.144
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Sat2 -0.483 -0.300

Sat3 -0.292 -0.527
Sat4 -0.489 -0.281
Sat5 -0.436 -0.324
Rep1 -0.382 -0.356
Rep2 -0.083 -0.821
Reputation Rep3 0.884 0.916 0.687 -0.118 -0.472
Rep4 -0.232 -0.449
Rep5 -0.192 -0.578
Hons1 -0.153 -0.604
Honest m- 0.845 0.730 0.581
commerce Hons2 -0.135 -0.473
Benevolent Bens1 -0.400 -0.367
Trust m- 0.878 0.840 0.725
Bens2 -0.371 -0.349
commerce
Competent Coms1 -0.353 -0.208
m- 0.721 0.729 0,574
Coms2 -0.469 -0.539
commerce
Affe1 -0.269 -0.670
Affe2 -0.280 -0.539
Affective -0.319 -0.559
Affe3 0,941 0.956 0.811
evaluation
Affe4 -0.358 -0.565
Affe5 -0.402 -0.568
Heb1 0.271 -1.001
Hedonic Heb2 0.144 -1.143
benefit 0.020 -1.129
Heb3 0,935 0.951 0.794
Heb4 0.044 -1.107
Heb5 0.067 -1.057
Fub1 -0.766 -0.082
Functional Fub2 -0.574 -0.314
benefit -0.652 -0.186
Fub3 0.909 0.933 0.735
Fub4 -0.376 -0.468
Fub5 -0.758 -0.089

Table 6: Discriminant Validity

Confidence Interval Test
Confidence Difference χ2 (df)
Bi-variate Relationship
Intervals
Full Model
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Hedonic benefit - Reputation m-commerce 0.295 – 0.307 2203.6 (1)

Reputation - Satisfaction m-shopper 0.587 – 0.599 2164.8 (1)
Trust m-commerce– Satisfaction m-shopper 0.677 – 0.689 2161.0 (1)
Affective evaluation - Trust m-commerce 0.533 – 0.545 2169.9 (1)
Functional benefit - Trust m-commerce 0.623 – 0.635 2154.9 (1)
Hedonic benefit - Trust m-commerce 0.400 – 0.412 2155.7 (1)
Reputation m-commerce - Trust m-commerce 0.588 – 0.600 2189.3 (1)
Functional benefit - Satisfaction m-shopper 0.745 – 0.765 2160.8 (1) 2153.1 (416)
Functional benefit - Affective Evaluation 0.526 – 0.542 2212.7 (1)
Hedonic benefit - Affective evaluation 0.508 – 0.532 2155.7 (1)
Affective evaluation - Reputation m-commerce 0.427 – 0.439 2181.9 (1)
Affective evaluation - Satisfaction m-shopper 0.575– 0.591 2153.2 (1)
Hedonic benefit-functional benefit 0,203 - 0,219 2212.7 (1)
Hedonic benefit - Satisfaction m-shopper 0.354 – 0.370 2171.1 (1)
Functional benefit - Reputation m-commerce 0.561 – 0.573 2165.2 (1)
Trust Model
Honest m-commerce– Competent m-commerce 0.656 – 0.676 62.6 (1)
Benevolent m-commerce – Honest m-commerce 0.670 – 0.694 70.4 (1) 62.2 (6)
Benevolent m-commerce – Competent m-commerce 0.656 – 0.676 90.3 (1)
Note: All coefficients significant at a level of 0.001.

Table 7: Status hypotheses

Hypothesis Value Path Result
H1 (+) M-commerce reputation M-shopper satisfaction Supported
H2 (+) Trust in m-commerce M-shopper satisfaction Supported
H3 (+) M-commerce reputation Trust in m-commerce Supported
H4 (+) Affective evaluation M-commerce reputation Supported
H5 (+) Affective evaluation M-shopper satisfaction Supported
H6 (+) Affective evaluation Trust in m-commerce Supported
H7 (+) Hedonic benefit Affective evaluation Supported
H8 (+) Functional benefit Affective evaluation Supported

Table 8: Multi-group analysis

Critical ratios for differences
Difference χ2 (df)
between parameters
Relationships
Chile México Critical
(99% Confidence)
Estímate ratios
(CR)
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M-commerce reputation M-shopper satisfaction 3392,7(845) 0.324*** 0.189*** 1,979**

Trust m-commerce M-shopper satisfaction 3388,8(845) 0,456*** 0,458*** 0.026
M-commerce reputation Trust m-commerce 3398,8(845) 0.476*** 0.286*** -3.107***
Affective evaluation M-commerce reputation 3392,2(845) 0.353*** 0.454*** 1.843*
3395,4(844)
Affective evaluation Trust m-commerce 3390,0(845) 0,228*** 0,279*** 1.080
Affective evaluation M-shopper satisfaction 3393,7(845) 0,192*** 0,307*** 2.222**
Hedonic benefit Affective evaluation 3395,2(845) 0,448*** 0,323*** -2,494**
Functional benefit Affective evaluation 3400,5(845) 0.392*** 0.609*** 3.454***
Notes: *** p-value < 0.01; ** p-value < 0.05; * p-value < 0.10
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 54

Highlights

 We propose a model with variable antecedents of the satisfaction of the m- shopper

 It is confirmed that the trust of m-commerce is multidimensional

 The functional and hedonic characteristics of m-commerce are revealed

 Differences are discovered between m-shoppers from Chile and Mexico

 55

GRAPHICAL ABSTRACT

good reputat
is easy to use β 0, 80 β 0, 72

β 0, 73 better than o
β 0, 87
what I need
Functional β 0,84
Reputation respected
β 0, 90 benefit
functions I need β 0, 86
2 spoken well o
β 0, 73 R 0, 18 β 0, 76
β 0, 47
Designed for β 0, 45 for its history
me β 0, 79
β 0,86
β 0, 24
useful for me feel happy
satisfactory
feel content β 0, 92
experiences
β 0, 92 Affective β 0, 28
fell cheerful Satisfaction
β 0, 86 evaluation
fell fun 2
β 0, 81 R 0, 45 2
R 0, 73
β 0, 43
fell excited

β 0, 38

β 0, 37 β 0,84
β 0, 43
Honest
β 0, 87
λ 0,75
Forget my β 0,83
problems
Relieves my β 0, 89 m- β 0,87
stress Hedonic commerce λ 0,89
Benevolent
β 0, 86 benefit trust β 0,90
Escape my
routine β 0, 89 2
R 0, 62 λ 0, 97
Relaxes my β 0,81
β 0, 85
Competent β 0,7
pleasure for
me senses