Showing papers in "Journal of Theoretical and Applied Electronic Commerce Research in 2019"
TL;DR: The obtained result analysis confirmed the basic research hypotheses that customer satisfaction in online shopping, on the Serbian market, directly depends on the following determinants: security, information availability, shipping, quality, pricing and time.
Abstract: Consumer satisfaction with online shopping is directly dependent on a number of factors. There is a constant dilemma in the market related to the question which online shopping determinants affect the customer satisfaction. This issue is particularly important for underdeveloped markets, where online commerce is not sufficiently present. In order to increase the online commerce participation, it is necessary to explore and analyze the connection between customer satisfaction and diverse determinants. Accordingly, this paper develops the research model to determine the impact of certain online purchase determinants on the consumer satisfaction in the market of Serbia. A conceptual model is defined, consisting of 26 items categorized into seven variables: security, information availability, shipping, quality, pricing, time, and customer satisfaction. Input model parameters were collected through surveys, with the aid of appropriate Internet tools. The validity of the developed model was verified through the Confirmatory Factor Analysis and the Partial Least Squares. The obtained result analysis confirmed the basic research hypotheses that customer satisfaction in online shopping, on the Serbian market, directly depends on the following determinants: security, information availability, shipping, quality, pricing and time.
137 citations
TL;DR: This paper attempts to decipher the influence of hedonic and utilitarian shopping values and web atmospheric cues on e-satisfaction, and suggests select marketing strategies for e-retailers.
Abstract: An exponential growth in the Indian e-commerce sector has attracted many national and international online retailers. Besides, price and promotional schemes, these e-retailers use website features - informativeness, entertainment and effectiveness of content, to differentiate from other players. This paper attempts to decipher the influence of hedonic and utilitarian shopping values and web atmospheric cues on e-satisfaction. From the survey findings, it is observed that web cues have greater influence in shaping e-satisfaction. Further, within the input variables effectiveness of information content has the largest influence on e-satisfaction. The study also highlights the importance of mediating role of e-satisfaction between shopping values, website features and e-loyalty. The paper suggests select marketing strategies for e-retailers.
61 citations
TL;DR: The findings demonstrate that trust in a social networking site has positive influence on purchase intentions, and both social presence and familiarity are found to enhance trust and purchase intentions.
Abstract: Trust is viewed as a crucial factor in social commerce due to the prominent role and significant amount of peer-generated contents. The current study aims to investigate the relationship between trust in social commerce and customers' purchase intentions by providing a mechanism to describe this relationship. Thus, a proposed model is developed based on three concepts: social presence, social commerce information seeking and familiarity with the platform. The model explains the mechanisms through which social commerce information seeking, familiarity, social presence and trust influence customers' intentions to purchase from social commerce platforms. For the purpose of this study, a survey is designed and distributed to Facebook users. The findings demonstrate that trust in a social networking site has positive influence on purchase intentions. Moreover, trust encourages information seeking, which in turn improves purchase intentions. Furthermore, both social presence and familiarity are found to enhance trust and purchase intentions. According to the findings, several managerial and theoretical implications are highlighted. Particularly, as the first study to investigate the adoption of social commerce among Jordanian customers, this study offers valuable insights and implications for Jordanian firms' managers and marketers who are targeting direct sales on social networking platforms.
55 citations
TL;DR: This study used a systematic literature review approach on customer engagement studies in the context of s-commerce to show that social theories and factors play a significant role in customer engagement along with technological factors.
Abstract: The evolution of social commerce (s-commerce) has changed both businesses and customers. Therefore, understanding customer engagement behaviour in the s-commerce context has become a key competitive advantage for companies that aim to build a customer-centric business. The purpose of this study is to provide an in-depth review of customer engagement studies in the context of s-commerce. This study used a systematic literature review approach on customer engagement studies in the context of s-commerce. The results show that social theories and factors play a significant role in customer engagement along with technological factors. More importantly, drawn from the review results, a research framework was developed to show the factors that provide the greatest influence in customer engagement behavior.
50 citations
TL;DR: A model of consumers’ intention to shift from traditional e-commerce to m-commerce can be explained by factors related to perceived differences in technology and value and offers useful and insightful information to help practitioners and developers focus their efforts in designing and delivering effective m- commerce applications.
Abstract: Mobile computing and the wireless web are likely to become the next major business models following the era of electronic commerce. In particular, rapid growth and the advancement in mobile technologies indicate that mobile commerce (m-commerce) will be the dominant business model in the future. In developing countries, services in mobile commerce are in a phase of rapid growth, yet the relevant research is limited. Thus, to increase the adoption of m-commerce among consumers in developing countries such as Jordan, the current study develops a model of consumers’ intentions to transfer from traditional (internet-based) e-commerce to m-commerce. The proposed model was empirically validated using a total of 451 paper-based questionnaires that were collected from undergraduate students at three private Jordanian universities. The reliability and validity of the structural model were evaluated by performing exploratory and confirmatory factor analyses, while the structural model was assessed by employing the structural equation modelling approach. The findings demonstrate that consumers’ intention to shift from traditional e-commerce to m-commerce can be explained by factors related to perceived differences in technology and value. The research model offers useful and insightful information to help practitioners and developers focus their efforts in designing and delivering effective m-commerce applications.
34 citations
TL;DR: Perceived usefulness, perceived ease of use, enjoyment and control all have a significant positive relationship with behavioural intention of use and focused immersion which indicates that the acceptance of Gamified Learning Environment could serve as a new educational tool to expedite the improvement of pedagogical and instructional technology.
Abstract: The acceptance of gamified learning environment is rapidly becoming inevitable in educational learning environment. This gives a widespread popularity by deploying Gamification in to present day curriculum as part of a new educational technology tool. This study addresses perception and usage of gamified learning environment from hedonic motivation perspective through incorporating the Hedonic-Motivation System Adoption Model to Gamified Learning Environment. In this study, a model was developed and tested using a Structure Equation Modelling technique. The results show that perceived usefulness, perceived ease of use, enjoyment and control all have a significant positive relationship with behavioural intention of use and focused immersion which indicates that the acceptance of Gamified Learning Environment could serve as a new educational tool to expedite the improvement of pedagogical and instructional technology. Also, increases students’ motivation and engagement in learning. On the contrary, we also found a negative relationship exists between enjoyment and focused Immersion. Possible research on the effect of enjoyment on focused immersion in gamification could be another area of concentration. In this study, aside from the introduction, the literature explains the adoption of the gamified learning environment and the hedonic motivation model at the end, the analysis and interpretation of our methodology were discussed.
30 citations
TL;DR: The next generation of decision-makers will have to consider not only the needs of their employees but also the environment in which they work in order to develop and implement smart grids and smart cities.
Abstract: No one can deny that we are now facing a process of digital transformation transition to digitalization in nearly all the services of our globalized economy. […]
24 citations
TL;DR: It is found that security, privacy, and reputation have a strong effect on trust and willingness to purchase, while website quality plays only a marginal role.
Abstract: In this study, we identified the factors that influence consumer purchasing intentions and their perceptions of the trustworthiness of the privacy-related practices of e-commerce websites. We produced a list of website attributes that represent these factors in a series of focus groups. Then we constructed and validated a research model from an online survey of 117 adult participants. We found that security, privacy (including awareness, information collection, and control), and reputation (including company background and consumer reviews) have a strong effect on trust and willingness to purchase, while website quality plays only a marginal role. Although the perception of trustworthiness and purchasing intention were positively correlated, in some cases participants were more willing to buy from a website that they judged as untrustworthy with regard to privacy. We investigated how behavioral biases and decision-making heuristics may explain the discrepancy between perception and behavioral intention. Finally, we determined which website attributes and individual characteristics impact customer’s trust and willingness to buy.
22 citations
TL;DR: This study uses online user-generated reviews posted on social media to predict customers’ demand for hyper-differentiated products both online and offline, with an example in the film industry, and generates forecasting equations which can successfully predict movie box office and online DVD store sales.
Abstract: With the rapid growth of e-commerce and social media, customers post online reviews on various online shopping websites and social media after their consumption experience, which generated the electronic word of mouth effect. In the online-to-offline era, companies are using multi-channels to increase customer demand, and the Effect generated by online users’ reviews plays an important role in customer demand both online and offline. Few previous studies focused on using online user-generated reviews to forecast the demand of hyper-differentiated products online and offline, which is particularly hard to predict due to the various preferences of customers and complex relationship between factors. Via predictive global sensitivity analysis, this study uses online user-generated reviews posted on social media to predict customers’ demand for hyper-differentiated products both online and offline, with an example in the film industry. We generate forecasting equations, which can successfully predict movie box office and online DVD store sales. The effectiveness and reliability of our approach are proved by the numerical studies of 22 randomly selected movies. Managers can use our method to access and analyze online users’ review data and forecast future online and offline product sales.
20 citations
TL;DR: The results showed that organizational factors have the highest individual impact on e-business diffusion and that there is a strong interactive influence of organizational, information technology integration and external support factors in Montenegrin tourism organizations.
Abstract: The aim of this paper is to examine the individual and interactive influence of organizational, technical and environmental factors on the diffusion of e-business in Montenegrin tourism organizations. In accordance with this goal a decision tree method is used in this paper. The results showed that organizational factors have the highest individual impact on e-business diffusion and that there is a strong interactive influence of organizational, information technology integration and external support factors. The obtained results provide important information for management and decision-making in conditions when diffusion of information technology innovation needs to be accelerated in such a way that instead of influencing only one group of factors, it affects several factors simultaneously which, in interaction with one another, lead to a greater degree of e-business diffusion.
20 citations
TL;DR: Examination of the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value toward products being used shows that customer readiness directly and significantly impacts all types of value.
Abstract: Drawing upon the Theory of Consumption Value, this empirical study developed a readiness-value model and examined the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value toward products being used in the relationship between customer readiness and customers’ upgrade intention, customers’ loyalty intention toward the brands they are currently using and customers’ affective commitment toward their current service providers. Surveys obtained from 174 adult respondents were analyzed, and they show that customer readiness directly and significantly impacts all types of value: emotional, functional, social, monetary and epistemic. Perceived emotional value toward products in use acts as a complementary mediator and perceived functional value toward the products in use acts as a competitive mediator for the impact of customer readiness and customers’ upgrade intention. Additionally, perceived emotional value acts as a competitive mediator for the effect of customer readiness on customers’ affective commitment toward their service providers. Perceived functional value toward products being used fully mediates the effect of customer readiness on customers’ loyalty intention toward the brands they are using.
TL;DR: Altruism and internal locus of control are found to enhance trust in crowdfunding, which, in turn, influences individuals’ intention to participate.
Abstract: This paper aims to analyze the determinants of participation in crowdfunding. As any individual may participate in a crowdfunding project, the study analyzes the general audience as potential contributors. This study develops and tests a model that includes personal determinants-internal locus of control and altruism-of the intention to participate in crowdfunding. Trust in crowdfunding is proposed as a mediator in the model. Data from 245 individuals were gathered via an online panel to test the hypotheses. Altruism and internal locus of control are found to enhance trust in crowdfunding, which, in turn, influences individuals’ intention to participate. Companies or entrepreneurs that are currently using or expecting to use crowdfunding to finance their project should develop marketing strategies that focus on enhancing trust towards their projects. Likewise, they should target individuals who are more altruistic and with higher levels of internal locus of control.
TL;DR: Empirical results show that satisfaction, perceived benefits, and platform trust, which are positively associated with confirmation, are three significant antecedents of solvers’ continuance intention.
Abstract: The great potential of crowdsourcing contest is bringing the issue of how to sustain solvers’ participation intention to be a hot topic in research and practice. This study uses the framework of Expectation-confirmation model to explain solvers’ continuance intention. Due to the uncertainties inherent in crowdsourcing contest, trust, a salient psychological belief, should be taken into account with the Expectation-confirmation model framework to predict solvers’ continuance intention. In addition, the intensive demand of intelligence and competition indicate interaction and fairness as two crucial factors for solvers to achieve expectation, thus suggesting that they may have influence on the confirmation level. Corresponding to these challenges, this study integrates platform trust, interaction, and perceived fairness into an extended Expectation-confirmation model to examine solvers’ continuance intention. Using a sample of 306 solvers, empirical results show that satisfaction, perceived benefits, and platform trust, which are positively associated with confirmation, are three significant antecedents of solvers’ continuance intention. Confirmation is further found to be significantly determined by interaction and perceived fairness. These findings provide some implications in both theory and practice for understanding the process of triggering sustained intention with an Expectation-confirmation model framework in crowdsourcing contest.
TL;DR: The results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit.
Abstract: This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit. In the mediation effect, brand passions partially mediate exogenous factors and brand loyalty. This study is aimed at increasing understanding of how a firm that possesses a cluster of fans who actively protect its brand maintain a strong brand relationship with its brand fans through brand community.
TL;DR: This study identified the mediating factors (brand trust and brand passion) of relationships between community members and brands and developed an integrated model to determine the effects of these factors on community member purchase intentions and discovered that brand trust andBrand passion played crucial mediating roles.
Abstract: The effect of the Internet and social media on consumer behavior has recently begun to outweigh the effect of traditional marketing strategies. Therefore, numerous enterprises have begun to use social media to communicate with brand users, and social media has b"ecome the optimal tool for brand marketing. According to current brand-community relationships from the perspectives of brand authenticity and brand identification, we identified the mediating factors (brand trust and brand passion) of relationships between community members and brands and developed an integrated model to determine the effects of these factors on community member purchase intentions. The research targets in the present study were consumers who had purchased products from one of the top three cosmetic brands in Taiwan and had been a member of the brand's oficial fan page for at least 1 year. Overall, 484 valid samples were collected in this study. We employed structural equation modeling to examine our model. Five hypotheses were supported, and excellent model fits to the data were obtained. Additionally, this study discovered that brand trust and brand passion played crucial mediating roles. Finally, we propose management implications and make suggestions that can serve as a reference for brand community managers.
TL;DR: An intelligent method for personalizing the features of an online store according to the users’ personality is presented and empirical assessment of the obtained equations shows that the proposed personalization method improves the user satisfaction.
Abstract: The decisions made by the customers in online environments are influenced by their personality characteristics. Each customer in an online environment relies more heavily on certain features of a store to make decisions while ignoring others. Thus, personalizing these features may streamline the decision-making process and increase satisfaction. In this paper, an intelligent method for personalizing the features of an online store according to the users’ personality is presented. In the proposed method, using genetic programming several equations are developed to estimate how users with different personality characteristics prefer various features of an online store. These equations are then used for personalization of the store features to increase customers’ satisfaction and persuade them to make larger purchases. The evaluation on a sample of 194 individuals indicates that the obtained equations are able to estimate the user’s preferences with over 80% accuracy in most cases. In addition, empirical assessment of the obtained equations shows that the proposed personalization method improves the user satisfaction.
TL;DR: In this article, a constant dilemma in the market related to the question which online shopping determinants affect consumer satisfaction with online shopping has been identified, which is directly dependent on a number of factors.
Abstract: Consumer satisfaction with online shopping is directly dependent on a number of factors. There is a constant dilemma in the market related to the question which online shopping determinants affect ...
TL;DR: A conceptual model for exploring the underlying mechanisms of privacy legislations and online business brand image on consumer perceptions of online privacy risk reveals that perceived effectiveness of Privacy Act and firm-related image positively affect trust in online businesses.
Abstract: Developing an approach to manage privacy risk is critical to the success of e-marketing. Understanding the antecedents of privacy risk is therefore essential for the success of e-business. Because governments, businesses, and consumers are economic agents, this study examined the effects of governmental (privacy legislations) and firm-related (online business brand image) factors on consumer perceptions of online privacy risk. This paper proposes a conceptual model for exploring the underlying mechanisms of privacy legislations and online business brand image on consumer perceptions of online privacy risk. To test the conceptual model, data were collected from 425 students on a university campus which provided real personal information to online businesses within the preceding 3 months. Structural equation modeling was employed to test all the hypotheses in the conceptual model. The results reveal that perceived effectiveness of privacy legislations and online business brand image positively affect trust in online businesses. In addition, trust in online businesses positively affects perceived effectiveness of business privacy policies and perceived benefits of information disclosure, which in turn negatively influences online privacy risk perception.
TL;DR: The main contribution of this work is to propose a wider set of variables, not merely technical ones, which influence the success of software tender processes.
Abstract: Outsourcing of services has been an industry trend for more than two decades. In particular, public software acquisitions have followed this trend. Governments are significant consumers of software and these processes may fail due to different causes such as incomplete requirements elicitation, limited budget, lack of tenderers or even proper tenderers. Moreover, the fact of there being only one qualified tenderer may make the process suspect. The aim of this paper is to identify the variables which influence the result of a software tender process. We present a two-step research: first a quantitative approach and then a qualitative analysis. Initially we formulated the hypothesis that the quality of documents in public software tenders was related to the success of the bidding process. We studied 142 public tenders in Chile, which neither confirmed nor denied any relationship between success and quality of the tender document. In the second step, we applied a focus group and a semi-structured online questionnaire identifying N new potentially factors to success. For them, we found social theories supporting these relationships. The main contribution of this work is to propose a wider set of variables, not merely technical ones, which influence the success of software tender processes.
TL;DR: The results of a quasi-experiment suggest that the perceived freedom to tryout, modify, and share digital music products contribute to both perceived usefulness and perceived enjoyment of a product format and the music streaming system.
Abstract: The access economy business model has been applied to a wide range of digital goods and services such as software, movies, music, and books. The digital platforms that manage transactions between buyers and sellers enable product rights owners to define product usage rights with a great deal of precision. In this paper, music product usage rights for digital consumption and platform attributes of music streaming systems are discussed and a model for digital music streaming system adoption and digital piracy is presented. The results of a quasi-experiment suggest that the perceived freedom to tryout, modify, and share digital music products contribute to both perceived usefulness and perceived enjoyment of a product format and the music streaming system. In turn, perceived usefulness and perceived enjoyment lead to the intention to adopt a music streaming system. The perceived usefulness of a music streaming system is associated with a reduction of pirating intention.
TL;DR: It would seem that hackathons provide better inroads for the companies to monetize their datasets and information assets, while open data could bring more visibility to the brand.
Abstract: The open data ventures can be summarized in a way that companies are reluctant to share their data with anyone, whereas governments open their data for citizens, institutions, and businesses as much as they can. However, this principle is changing, since there is added value in the digital information and datasets the companies possess and they are slowly understanding the value of crowdsourcing. In order to engage external experts, companies are reluctant to open their data, but they are interested in hosting hackathons. Hackathons are seen as a valuable direction to engage developers with private data. In this article, we observed and analyzed different industry cases for strategies and opinions on how and why organizations arrange hackathon events to extract information from their data, and how this relates to the popular open data movement. Our results indicate that hackathons offer more control and practical solutions over the fundamental open data approach. It would seem that hackathons provide better inroads for the companies to monetize their datasets and information assets, while open data could bring more visibility to the brand.
TL;DR: This study retrieved and analyzed top conversion paths from Google Merchandise Store, the e-commerce website selling goods branded by Google, with the use of Markov chains and heuristic models and found that high- Value customers' journeys consist of more interactions compared to those of low-value customers.
Abstract: The knowledge of high-value customers provides the possibility to make decisions ensuring profitability of the company. By analyzing and optimizing a buyer's journey, companies can better understand their customers and optimize marketing costs in the way that will generate a higher return on investment. The primary objective of this paper is to define the current state of multichannel attribution and, based on the literature, study and analyze the data regarding the buyer's journey of high- and low-value customers of selected e-commerce business. To accomplish the main objective of our study, we retrieved and analyzed top conversion paths from Google Merchandise Store, the e-commerce website selling goods branded by Google, with the use of Markov chains and heuristic models. A difference between high- and low-value customers regarding the acquisition by marketing channels before the purchase was found. Moreover, it was found that high-value customers' journeys consist of more interactions compared to those of low-value customers.
TL;DR: It is found that the publisher should delay the format that has significantly less market potential and the one that has greater market potential should be priced higher, and the smaller marginal cost for eBooks than physical books renders the strategy to delay the release of physical books more popular.
Abstract: The eBooks market has been growing rapidly in recent years. At the same time, evidence shows that eBooks are cannibalizing the market for physical books. To alleviate the cannibalization effect between eBooks and physical books, publishers may choose to delay the release of eBooks or physical books for a period of time. Adopting a stylized two-period model, this paper investigates three publishing strategies for a monopolistic publisher: delaying the release of eBooks, delaying the release of physical books, and releasing them simultaneously. We find that the publisher should delay the format that has significantly less market potential. Furthermore, the one that has greater market potential should be priced higher. In addition, a stronger substitution effect between eBooks and physical books favors delaying strategies. Finally, the smaller marginal cost for eBooks than physical books renders the strategy to delay the release of physical books more popular.
TL;DR: It is identified that reliability of using comparative prices as parameter for cost savings calculations vary according to different auction situations or settings and number of participants, auction volume and ratio of new participants are very sensitive for the reliability of savings calculations.
Abstract: The impact of reverse auction adoption has been a very important issue recently and is the subject of many studies. We are extending research results in the field of empirical studies by examining problems with reliability of methods for cost savings calculation of electronic reverse auction adoption in business processes. Reliability of savings proclamation in research studies or promotional materials is crucial for understanding real impact, benchmarking studies or comparison of several auction strategies from different auction environments. From our experience and empirical examinations, the problem for savings calculations is based on reliability and suitability of comparative or sometimes called expected price as the core factor for savings calculations when comparing with winning price. Our empirical study was based on real data from 1198 reverse auctions in Slovak commercial sector. On the base of our study, the most frequent strategy for electronic reverse auction adoption is multi-phase auction with first phase using sealed bid format. We have identified that reliability of using comparative prices as parameter for cost savings calculations vary according to different auction situations or settings and number of participants, auction volume and ratio of new participants are very sensitive for the reliability of savings calculations.
TL;DR: The results show that factors including service flexibility, earliest return time, consumers’ rating, and e-textbook selling price play a significant role in retailers’ pricing differentiation strategy.
Abstract: Offering digital content for renting has become popular among online retailers. Following the trend, textbook retailers have introduced e-textbook rental programs which satisfy students’ needs to reduce the cost of textbooks. Under the e-textbook rental model, retailers have homogeneous digital products and delivery channel. Therefore, they need specific differentiation strategies to distinguish themselves in the competition. In this study we aim to investigate the key factors of retailers’ differentiation strategy and their impact on retailers’ price advantage in the market. Our horizontal model shows that factors such as service quality are essential for the leading retailer to maintain price advantage in the competityon. We also carry out an empirical study on service design and consumers’ input by analyzing a unique data set of 151 e-textbooks from two major textbook rental retailers Amazon and Chegg. Our results show that factors including service flexibility, earliest return time, consumers’ rating, and e-textbook selling price play a significant role in retailers’ pricing differentiation strategy. Overall, our research provides useful managerial insights and operational policies for online textbook rental retailers.
TL;DR: It is argued that literature review is a window that provides the view to the relevant research by providing a summarized insight into scientific development by bridging the gap between number of published research papers and time available to study them.
Abstract: The amount of scientific research conducted and published in peer-reviewed journals is exponentially rising, which creates a problem of information overload. […]
TL;DR: The main objective of the Journal of Theoretical and Applied Electronic Commerce Research (JTAER) is to publish the results of high quality original and innovative research concerning electronic commerce and related fields, both theoretical and applied.
Abstract: The main objective of the Journal of Theoretical and Applied Electronic Commerce Research (JTAER) is to publish the results of high quality original and innovative research concerning electronic commerce and related fields, both theoretical and applied. The field of electronic commerce is understood as an inherently interdisciplinary area of research and practice, having an investigative and analytic purpose. Electronic commerce objectives include the study of the phenomena related to practices and processes enabled by communications, Web and mobile technologies in private and public organizations, as well as, social, legal, educational and cultural issues, and information privacy and security, among many other relevant topics of interest in this rapidly changing field. Therefore, electronic commerce includes components of different fields, such as, computer science, psychology, economics, organizational theory, management, sociology, and the natural sciences, among others. However, the main topic of a paper should always be fully related to the electronic commerce field in order to be within the scope of JTAER.
TL;DR: This paper proposes an efficient approach, Utility Based Frequent Pattern Mining, which extracts utility based frequent patterns with high filtration in less computing time and results show that the proposed approach has good performance in terms of execution efficiency and memory utilization.
Abstract: Mobile web services pattern mining is an emerging field today, in which utility is playing an important role. Utility may be the profit, cost or price of an item. In the case of mobile web services, accessed preference is considered as a utility. With the help of utility mining, one can extract highly interesting frequent patterns of mobile web services. In previous related studies, most of the approaches use utility as an essential parameter to discover interesting patterns, but they also generate a large number of uninteresting patterns too. Another problem is related to computational time; because no filtration is applied and computational time is too much. In this paper, an efficient approach, Utility Based Frequent Pattern Mining, is proposed. It extracts utility based frequent patterns with high filtration in less computing time. The experimental results show that the proposed approach has good performance in terms of execution efficiency and memory utilization.