The moderating effects of gender on customer satisfaction and continuance intention in mobile commerce: a UTAUT-based perspective

The purpose of the study is to investigate the moderating effects of gender on proposed model relationships. In order to test the moderating effects of gender on the relationships of the model developed, multi-group SEM was applied. Performance expectancy was found to be the strongest predictor of satisfaction and comparative value was identified as the main driver of continuance intention. In addition, significant difference in attitudes 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.