Smartphone Users’ Satisfaction and Regional Aspects: Factors that Emerge from Online Reviews




Online reviews; IT users’ satisfaction; Regionality; Smartphone Users; Electronic Commerce


This study aims to analyze which factors related to smartphone users’ satisfaction emerge from online reviews. In addition, as the study was conducted in Brazil which is a developing country with a lot of regional diversity, a secondary aim of this study is to test whether regional aspects can affect users’ satisfaction level. Online reviews were analyzed through the Content Analysis technique. Next, we carried out a quantitative analysis using Ordinal Logistic Regression. The results showed that smartphones’ features related to hardware and software and sellers’ characteristics may significantly affect users’ satisfaction. The socioeconomic factor, represented by the GDP per capita of the cities where users live, had a significant and negative impact, indicating that users in more economically developed regions attribute lower satisfaction level to smartphones. This study contributes to the literature as it used online reviews as data source, which helps identifying factors related to users’ satisfaction beyond those analyzed in previous studies that applied questionnaires.


Download data is not yet available.


Metrics Loading ...


Alwahaishi, S., & Snášel, V. (2013). Acceptance and use of information and communications technology: a UTAUT and flow based theoretical model. Journal of Technology Management & Innovation, 8(2), 61-73.

Al Athmay, A. A. A., Fantazy, K., & Kumar, V. (2016). E-government adoption and user’s satisfaction: an empirical investigation. EuroMed Journal of Business, 11(1), 57-83.

Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258-274.

Anatel (2019). Panorama setorial de telecomunicações. [Telecommunications Sector Overview] Available at: (acessed 3 April 2019)

Bayraktar, E., Tatoglu, E., Turkyilmaz, A., Delen, D., & Zaim, S. (2012). Measuring the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA. Expert Systems with Applications, 39(1), 99-106.

Buscape (2018) Quais os Celulares e Smartphones mais vendidos em 2018? [Which were the best-selling cell phones and smartphones in 2018?] available at: (accessed 11 December 2018)

Calvo-Porral, C., Faíña-Medín, A., & Nieto-Mengotti, M. (2017). Exploring technology satisfaction: An approach through the flow experience. Computers in Human Behavior, 66, 400-408.

Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22(2), 117-135.

Chang, E. C., & Huang, C. Y. (2015) Technology Acceptance Model, Consumser Personality and Smartphone Users’ Satisfaction. In: Robinson, Jr. L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, 710-712.

Cho, Y., Park, J., Han, S. H., & Kang, S. (2011) Development of a web-based survey system for evaluating affective satisfaction. International Journal of Industrial Ergonomics, 41(3), 247-254.

CIA (2019) The world factbook, Central Intelligence Agency,Washington, DC, available at: (accessed 11 October 2019).

Finley, B., Boz, E., Kilkki, K., Manner, J., Oulasvirta, A., & Hämmäinen, H. (2017). Does network quality matter? A field study of mobile user satisfaction. Pervasive and Mobile Computing, 39, 80-99.

Fudge, M., & Van Ryzin, G. (2012). Individual and Contextual Determinants of Citizens Use of Government Websites. International Journal of Technology Diffusion, 3(1), 44-58.

Gerogiannis, V. C., Papadopoulou, S., & Papageorgiou, E. I. (2012) Identifying factors of customer satisfaction from Smartphones: A fuzzy cognitive map approach. In International Conference on Contemporary Marketing Issues, Thessaloniki, Greece, 270-276.

Haverilla, M. (2011) Mobile phone feature preferences, customer satisfaction and repurchase intent among male users. Australasian Marketing Journal, 19(4), 238-246.

Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.

Hofstede, G., Garibaldi A. V. de H., Malvezzi, S., Tanure, B. & Vinken, H. (2010) Comparing Regional Cultures Within a Country: Lessons From Brazil. Journal of Cross-Cultural Psychology. 41(3), 336-352.

Ji, M., Wong, I. A., Eves, A., & Leong, A. M. W. (2018). A multilevel investigation of China’s regional economic conditions on co-creation of dining experience and outcomes. International Journal of Contemporary Hospitality Management, 30(4), 2132-2152.

Karimi, F., Poo, D. C., & Tan, Y. M. (2015). Clinical information systems end user satisfaction: the expectations and needs congruencies effects. Journal of Biomedical Informatics, 53, 342-354.

Khayyat, N. T & Heshmati, A. (2012) Determinants of mobile phone customer satisfaction in the Kurdistan region. Journal of Knowledge Management, Economics and Information Technology, 2(3), 1-7.

Kim, M., Chang, Y., Park, M. C., & Lee, J. (2015). The effects of service interactivity on the satisfaction and the loyalty of smartphone users. Telematics and Informatics, 32(4), 949-960.

Kim, M. K., Wong, S. F., Chang, Y., & Park, J. H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4), 936-949.

Krippendorff, K. (2012) Content Analysis: An Introduction to its Methodology. Thousands Oak, CA: Sage.

Kumar, N., & Benbasat, I. (2006). Research note: the influence of recommendations and consumer reviews on evaluations of websites. Information Systems Research, 17(4), 425-439.

Lee, C. H., & Cranage, D. A. (2014). Toward understanding consumer processing of negative online word-of-mouth communication: the roles of opinion and organizational response strategies. Journal of Hospitality & Tourism Research, 38(3), 330-360.

Lee, D., Moon, J., Kim, Y. J., & Yi, M. Y. (2015) Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information & Management, 52, 295–304.

Lee, J., Park, D. H., & Han, I. (2008) The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.

Li, H., Ye, Q., & Law, R. (2013). Determinants of customer satisfaction in the hotel industry: An application of online review analysis. Asia Pacific Journal of Tourism Research, 18(7), 784-802.

Liébana-Cabanillas, F., Muñoz-Leiva, F., Sánchez-Fernández, J., & Viedma-del Jesús, M. I. (2016). The moderating effect of user experience on satisfaction with electronic banking: empirical evidence from the Spanish case. Information Systems and e-Business Management, 14(1), 141-165.

Lin, C. A., & Xu, X. (2017). Effectiveness of online consumer reviews: the influence of valence, reviewer ethnicity, social distance and source trustworthiness. Internet Research, 27(2), 362-380.

Liu, N., & Yu, R. (2017). Identifying design feature factors critical to acceptance and usage behavior of smartphones. Computers in Human Behavior, 70, 131-142.

Ma, Q., Chan, A. H., & Chen, K. (2016). Personal and other factors affecting acceptance of smartphone technology by older Chinese adults. Applied Ergonomics, 54, 62-71.

Ma, F., Mo, Z., & Luo, Y. (2014) Empirical research on a model to measure end-user satisfaction with the quality of database search results. The Journal of Academic Librarianship, 40(2), 194-201.

Malaquias, R. F., & Hwang, Y. (2016). An empirical study on trust in mobile banking: A developing country perspective. Computers in Human Behavior, 54, 453-461.

Morgeson, F. V., Mithas, S., Keiningham, T. L., & Aksoy, L. (2011). An investigation of the cross-national determinants of customer satisfaction. Journal of the Academy of Marketing Science, 39(2), 198-215.

Mudambi, S. M., & Schuff, D. (2010). What makes a helpful review? A study of customer reviews on MIS Quarterly, 34(1), 185-200.

Oliveira, R., Cherubini, M., & Oliver, N. (2013) Influence of personality on satisfaction with mobile phone services. ACM Transactions on Computer-Human Interaction, 20(2), 10-21.

Park, B. W., & Lee, K. C. (2011) A pilot study to analyze the effects of user experience and device characteristics on the customer satisfaction of smartphone users. In proceedings of the International Conference on Ubiquitous Computing and Multimedia Applications. Daejeon, Korea, 2, 421-427.

Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.

Park, S. T., Im, H., & Noh, K. S. (2016). A study on factors affecting the adoption of LTE mobile communication service: The case of South Korea. Wireless Personal Communications, 86(1), 217-237.

Rahim, A., Safin, S. Z., Kheng, L. K., Abas, N., & Ali, S. M. (2016). Factors influencing purchasing intention of smartphone among university students. Procedia Economics and Finance, 37, 245-253.

Rahmati, A., Tossel, C., Shepard, C., Kortum, P., & Zhong, L. (2012). Exploring iPhone usage: the influence of socioeconomic differences on smartphone adoption, usage and usability. In proceedings of the International Conference on Human-computer Interaction with Mobile Devices and Services. San Francisco, CA, USA, 14, 11-20.

San-Martín, S., Prodanova, J., & Jiménez, N. (2015). The impact of age in the generation of satisfaction and WOM in mobile shopping. Journal of Retailing and Consumer Services, 23, 1-8.

Sauer, J., Sonderegger, A., & Álvarez, M. A. H. (2018). The influence of cultural background of test participants and test facilitators in online product evaluation. International Journal of Human-Computer Studies, 111, 92-100.

Sebastianelli, R., & Tamimi, N. (2018). E-tailer website attributes and trust: understanding the role of online reviews. Online Information Review, 42(4), 506-519.

Shin, D. H. (2015). Effect of the customer experience on satisfaction with smartphones: Assessing smart satisfaction index with partial least squares. Telecommunications Policy, 39(8), 627-641.

Song, J., Sawang, S., Drennan, J., & Andrews, L. (2015). Same but different? Mobile technology adoption in China. Information Technology & People, 28(1), 107-132.

Sun, H., Fang, Y., & Hsieh, J. P. A. (2014). Consuming information systems: An economic model of user satisfaction. Decision Support Systems, 57, 188-199.

Wang, W. T., Ou, W. M., & Chen, W. Y. (2019). The impact of inertia and user satisfaction on the continuance intentions to use mobile communication applications: A mobile service quality perspective. International Journal of Information Management, 44, 178-193.

Xu, D., Hong, H., Ye, Q, & Xu, D. (2019) Regional Economic Status and Online Rating Behavior. Journal of Electronic Commerce Research, 20(3), 184-198.

Xu, F., & Du, J. T. (2018). Factors influencing users’ satisfaction and loyalty to digital libraries in Chinese universities. Computers in Human Behavior, 83, 64-72.

Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62-73.

Yang, C., & Hsieh, T. C. (2013). Regional differences of online learning behavior patterns. The Electronic Library, 31(2), 167-187.

Yang, Z., & Fang, X. (2004). Online service quality dimensions and their relationships with satisfaction: A content analysis of customer reviews of securities brokerage services. International Journal of Service Industry Management, 15(3), 302-326.

Zhang, J., Cheng, M., Wei, X., Gong, X., & Zhang, S. (2019). Internet use and the satisfaction with governmental environmental protection: Evidence from China. Journal of Cleaner Production, 212, 1025-1035.

Zhang, Y., & Yang, Q. (2019). Assessing hotel decision-making of disabled guests: satisfaction correlation study between online comments’ credibility and perceived risk. Electronic Commerce Research, 1-20.

Zhang, Z., Zhang, Z., & Law, R. (2013). Regional effects on customer satisfaction with restaurants. International Journal of Contemporary Hospitality Management, 25(5), 705-722.




How to Cite

de Oliveira Malaquias, F. F., & da Silva Júnior, R. J. (2020). Smartphone Users’ Satisfaction and Regional Aspects: Factors that Emerge from Online Reviews . Journal of Technology Management & Innovation, 15(1), 3-14.



Research Articles