Predicting Continuance Intention toward Mobile Branded Apps through Satisfaction and Attachment

[[abstract]]An increasing number of companies have created branded apps to communicate with and satisfy the needs of target audiences. The interactive features of smartphone apps strengthen the brand–consumer relationship and help consumers develop positive brand attitudes. However, few studies incorporate the brand–consumer relationship into the branded apps context. Through integrating brand attachment into the expectation confirmation model, the current study investigates the antecedents of continuance intention toward branded apps. Data collected from 497 users of MyStarbucks are analyzed by using structural equation modeling. The findings reveal the brand attachment–satisfaction relationship is nonrecursive and that both these factors positively influence continuance intention. Expectation confirmation also influences brand attachment and perceived usefulness. Moreover, perceived usefulness influences continuance intention directly or indirectly through satisfaction. Finally, brand–self congruity influences brand attachment, whereas perceived complementarity influences satisfaction and perceived usefulness.[[notice]]補正完

Effectiveness of branded mobile apps on brand loyalty among Generation Y consumers

A dissertation submitted in full fulfillment of the requirements for the degree of the Master of Commerce, School of Economic and Business Sciences, University of the Witwatersrand, December 2016The increasing level of consumer engagement with smartphones and tablets or ipods, and the proliferation of mobile applications in recent years have seen a rapid growth in branded apps. Marketers are creating branded mobile apps as a brand communication channel to attract new customers and potentially increase brand loyalty among current customers. Previous research has measured initial adoption or intention to adopt branded apps rather than continuance adoption. In South Africa, few studies have explored adoption of branded apps among generation Y consumers. To fill this gap, this research aims to determine the effectiveness of branded mobile apps in driving brand loyalty among generation Y consumers. To achieve this goal, the research uses Expectation Confirmation Theory (ECT) to explore the factors influencing satisfaction, continuance adoption of branded apps and brand loyalty. Using a quantitative research approach, a total of 406 valid self-administered questionnaires were collected by survey method, and structural equation modelling was employed in the data analysis. The results indicate that confirmation of expectations–functional value, social value and satisfaction significantly influence brand loyalty. When consumers confirmed expectations of branded apps, it directly led to positive perceptions of value and satisfaction. Consumer satisfaction was a significant driver of behavioural loyalty. Results also suggested that consumer confirmation of expectations and perceptions of value impacted on continuance intention indirectly through satisfaction. Perceived functional value was found to be an important direct booster of consumer’s decisions and behaviour to continue using branded apps, while social value was found to be an inhibitor of continuance intention. The relationship between continuance intention and brand loyalty was insignificant. Continuance intention was simply an intermediate response following satisfaction with prior usage. This study therefore confirmed and extended the (ECT), that satisfaction with a product or service was a prerequisite for establishing continuance intention and brand loyalty among consumers.XL201

Understanding Drivers And Outcomes Of Brand Attachment In Mobile Branded Apps

Purpose – Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context. Design/methodology/approach – A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM. Findings – The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication. Originality/value – The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes

Drivers and outcomes of branded mobile app usage intention

Purpose: This study examines the drivers and outcomes of the usage intention of branded mobile applications (apps), revealing findings of theoretical and practical relevance. First, it uncovers the specific technological features that underpin the perceived usefulness and ease of use of branded apps driving (directly and indirectly) usage intention. Second, it outlines two key outcomes that are relevant to the strategic management of branded apps: willingness to recommend the app and willingness to pay to continue using the app. Approach: This study uses data randomly derived from a panel of one million UK consumers, analyzed via structural equations modeling. The unit of analysis was individual apps prominently displaying a brand identity. The study tested indirect relationships between the key drivers considered and usage intention, via perceived usefulness and ease of use. Findings: Consumers who view branded apps as protecting their privacy, customizable and compatible with what they do, will have stronger perceptions of usefulness and ease of use, and greater intention to use the app. These effects also occur indirectly. Furthermore, usage intention drives the willingness to recommend the app and to pay to continue using it. Practical implications: To influence usage intention, managers can improve the perception of usefulness of branded apps by protecting consumer privacy, and improving the app’s design and its compatibility with people’s needs and lifestyle. Managers can also enhance the perception of ease of use of the branded app by heightening its security and ubiquity. Combined, these factors can enhance (directly and indirectly) the intention to use the app, which will lead to the willingness to recommend the app and pay for it. Originality/value: This study extends previous research by examining factors driving the intention to use branded apps and the resulting outcomes. It also offers a model that yields predictions for individual branded apps (not the brand powering the app), thus providing practical recommendations on how to manage, in general, apps with a brand identity

WHICEB 2022 Proceedings

The theme park apps have been used as an important platform for theme park visitors to engage with the theme park. The purpose of this paper is to investigate what motivates users to continue using theme park apps. By combining the expectation confirmation theory, IS success model, and perceived value, this study proposes a research model to examine the determinants of continuance intention. Specifically, information quality, system quality, and service quality are proposed to positively affect the users’ confirmation of theme park apps, while confirmation exerts positive influences on users’ revised perceptions regarding utilitarian and hedonic value. Confirmation, together with utilitarian value and hedonic value of theme park apps, impact both user satisfaction and continuance intention directly. Additionally, travel frequency and prior app usage experience are considered as moderators in this research model to investigate user differences in continuance intention regarding theme park apps. This study may contribute to a comprehensive understanding of the significant antecedents to theme park apps’ continuance intention. </p

Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps

Smart retailing has recently emerged as a new form of retail brand management enabled by novel technologies such as mobile augmented reality applications, to create better experience and value for customers. Augmented reality has also received significant attention as a growing field in marketing theory and practice. However, there is a limited understanding on how and why customer interactions with an augmented reality app can result in positive customer benefit perception, engagement and behavioural consequences. This study examines the chain of effects from AR attributes on the building blocks of continuous intention to use a shopping AR app and to pay a price premium, by incorporating the roles of a customer’s benefits perception, psychological inspiration and engagement via a(n) (A)Symmetric Approach. The results support all direct hypothesised relationships among the variables, except the relationship between interactivity and utilitarian benefits, which was found to be insignificant. The study further demonstrates the moderating role of AR customisation in the proposed model, and reveals that the impact of utilitarian and hedonic benefits on shopping AR application engagement is nonlinear. Non-linearity also transpires in the impact of psychological inspiration on willingness to pay price premium. Interestingly, the findings indicate that augmented reality customisation to some extent enhances the relationships in the hypothesised model

Customers’ Continued Adoption of Mobile Apps and Their Satisfaction with Restaurants: The Case of McDonald’s

Background: The major purpose of this research is to examine Contactless Technology (CT) users’ post-adoption phenomena in the context of mobile apps (MA) run by a Quick Service Restaurant (QSR). It applies the Post-Adoption Model of Information System Continuance (PAMISC) to examine how QSR customers’ technology anxiety (TA), confirmation of initial expectations, perceived usefulness (PU), and satisfaction with CT relate to their continued intention of use. Furthermore, the study investigates the relationship between customers’ satisfaction with CT and their overall satisfaction with QSR. Methods: To test the research model, we collected survey data from 245 users of MA provided by McDonald’s restaurants in the US, which are analyzed through Partial Least Square analysis using SmartPLS 4.0. Results: The theoretical relationships in the PAMISC hold true in the context of QSR’s MA. Current QSR customers’ TA is negatively associated with their perceived usefulness, but is not related to the degree of confirmation of using MA. Customers’ continued intention of use and satisfaction with MA are positively related to overall satisfaction with QSR. Conclusion: Our study is among the first to provide empirical/practical evidence of the PAMISC in the context of IT-enabled hospitality services. It also extends the model in two important ways. First, the study examines the role of TA, an important personal trait relevant to individuals’ use of QSR technology. Second, it highlights customers’ satisfaction with firm-provided technology to improve their overall satisfaction with the firm in the context of QSRs. For practitioners, it is important for QSR managers to understand the impact of TA on customers’ adoption of MA, so that they can design their MA with simpler interfaces and more human aspects. Managers should also make sure that MA is well-designed to satisfy customers’ needs, which will then lead to those customers’ overall satisfaction with the QSR

Customer satisfaction from the self – service kiosks’ UI/UX and the customer continuance intention to use

In this era where development of information and communication technology (ICT) has played a vital role in improving service that uses User Experience and User Interface as a base to conduct technology implementation in service of restaurant business with the result of Self-service Kiosk in a fast- food restaurant. This research aims to determine the Satisfaction and the Continuance Intention of the customer usage on the Self-service Kiosk. This study used a quantitative method using Purposive Sampling to collect answers using questionnaire with the tools of Google Form for sample of 172 respondent that visits the fast-food restaurant and using the self-service kiosk in DKI Jakarta and its surrounding area. The data is processed using SmartPLS 4.0 as the statistical tool. There are four variables, with five hypotheses; the study shows that all hypotheses have significant effect. These results prove that User Experience and User Interface of Self-service Kiosk in restaurants can give a positive effect on restaurant business sustainability by continuing to buy the restaurants’ product through Self- service Kiosk