The Influence of Functional, Hedonic and Social Aspects on Satisfaction of Smartphone Users in Tanzania

Abstract

Despite the usage of smartphone to grow exponentially, the satisfaction and factors influencing 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 filled 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 significant 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 significant contributor in satisfaction. Theoretically the finding suggests modification 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.