Empirical Study on Mobile Commerce User Satisfaction Based on Dual View

（Anhui University of Science & Technology，Huainan，Anhui232001，China）

Abstract：By establishing the integrated frame model for mobile user satisfaction in the new normal，the authors explore the influencing factors of mobile user satisfaction from both the dynamic and static views. It is found that：in the new normal，mobile commerce user satisfaction is a multi-dimensional and dynamic variable，and the dynamic process of that is regular；comparing to the traditional environment，the influencing factors of that in the new normal are more complicated，and such factors as customer behavior，psychological emotion，IT，institution，product and transaction are included；for the different type of satisfaction of the same user，the structural weight of those factors will be different，and among all those factors，the weight of product is the biggest， transaction is the determinant of user satisfaction，and the effect of those six factors on accumulative satisfaction evaluation will be almost the same；and mobile commerce user satisfaction is a very dynamic one，and it will be changing along the principal line from specific transaction satisfaction to accumulative satisfaction，and to relation satisfaction. So mobile businesses should pay more attention to user satisfaction，carry out research on customer expectation，find out their service weakness，and realize the rational distribution and optimization of resources to improve product and service quality and the profits of them.

Key words：mobile commerce；user satisfaction；customer behavior；satisfaction of specific transaction