Satisfação dos usuários de smartphones e regionalidade: fatores que emergem de avaliações online

Abstract

The use of Information Technology - IT has increased considerably in recent years, stimulating the development of diverse studies and theories regarding the user satisfaction when using such technologies. Simultaneously, the growth of the World Wide Web (WWW) in global scale led to the enhancement of e-commerce platforms, enabling users to share their purchase experiences and product evaluations with their peers. Considering this context, the goal of the present research consists in identifying the aspects related to the smartphone users’ satisfaction that emerge from online customer reviews. The content analysis technique and ordinal logistic regression analysis were performed in the study, which examined the relationship between the attributes that were identified and smartphone users’ satisfaction, in order to contribute to the field of studies on Information Technology user satisfaction. The study also aimed to demonstrate the influence of regional aspects on smartphone users’ satisfaction levels. The results show that smartphone device attributes and seller-related characteristics, such as price, ease of configuration, proper functioning, durability, design, cost-benefit ratio, delivery, service, screen quality, battery life, purchase and post-purchase service, fulfilled expectations, and security features can significantly affect the user satisfaction. The impact of the socioeconomic factor, represented by the GDP per capita of the cities informed by the users, was also significant. This study contributes to the literature by including regional aspects, which may expand the discussion related to smartphone users’ satisfaction.