Izvorni znanstveni članak
https://doi.org/10.62598/JVA.11.1.2.13
The influence of functional, hedonic and social aspects on satisfaction of smartphone users in Tanzania
Robert Suphian
orcid.org/0000-0002-8993-9983
; University of Dar es Salaam Business School
Dev Jani
orcid.org/0000-0002-3760-6714
; University of Dar es Salaam Business School
Sažetak
Despite the usage of smartphone to grow exponentially, the satisfaction and factors infl uencing it
are less explored. The literature suggests functional, hedonic and social values to be possible predictors of
satisfaction with smartphone. Using a self administered structured questionnaire, a convenient sample of
270 university students that yielded 247 dully fi lled questionnaires with data subjected to partial least square
path modeling using SmartPLS 3 to test both the measurement and structural models. The results indicate
all the hypothesized antecedents to be signifi cant predictors of satisfaction with smartphone. The functional
value of smartphone was observed to be the leading contributor to satisfaction while hedonic value to be
the least signifi cant contributor in satisfaction. Theoretically the fi nding suggests modifi cation in the models
explaining satisfaction with electronic gadgets like smartphone by incorporating hedonic and social values
together. Practically, the results provide marketing insights on how smartphone can be marketed to the youth
by including all the four predictors in marketing communications as well as in the design of smartphone.
Ključne riječi
Functional; Hedonic; Social; Smartphone; Satisfaction
Hrčak ID:
333156
URI
Datum izdavanja:
30.6.2025.
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