Analysis of versatile customer values impact in m trade on satisfaction and continual usage intent

Creating customer value is one of the basic ways to achieve competitive advantage on market. More and more customers satisfy their need for buying products services in a digital surroundings. During last few years, there an increase number who are accessing market using mobile phones making purchasing transactions these devices. The aim paper analyze importance m-commerce within modern values due which use performing Understanding important needed order optimize performance strategy enables achievement advantage. While analyzing different dimensions it comprehend its influence onto satisfaction. empirical part uses research model containing six variables (functional, price, comparative, epistemological value, satisfaction intention continuously m-commerce). Thereby, every variable measured several statements have been retrieved from relevant literature, while respondents expressed level concordance with given seven point Likert scale. Data collected territory Belgrade, sample 402 respondents. analysis first tested reliability validity, afterwards significance effect strength four perceived satisfaction, as well relationship between m-commerce. has estimated based Cronbach's alpha coefficient. By confirmatory factor analysis, tested, convergent discriminatory validity. In measure relations structural equations used. results shown that functional price stand out key drivers users Obviously, benefits, savings offered by payment systems main generators user Additionally, study confirms strong significant realize payments perform shopping. contribution realized can be seen measurement example service users. Globally seen, follows behavior new A very Republic Serbia test mentioned when comes originality suggested unique combination dimensions, since apart two standard (functional value), contains specific dimensions: comparative value.