The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps

The purpose of this research is to understand the main factors that determine users’ continuance intention to use social mobile Apps, considering two utilitarian (i.e., perceived usefulness, perceived ease of use) variables and a hedonic (i.e., perceived enjoyment) variable. As social mobile Apps may be utilitarian or hedonic, we aim to evaluate possible differences in the significance of the aforementioned antecedent factors in utilitarian Apps (i.e., TripAdvisor) and hedonic Apps (i.e., Instagram). The data were collected from an international sample of users; the Partial Least Squares method was applied to analyze the research model, using SMARTPLS 3.0. To analyze the moderating effects, a multi-group PLS analysis was carried out to compare the differences between the path relationships in the two Apps. The results show that continuance intention to use is explained by perceived usefulness, perceived ease of use, perceived enjoyment, satisfaction and user experience (control variable), and the impact of utilitarian variables is generally greater for utilitarian Apps, whereas the impact of perceived enjoyment is higher for hedonic Apps. This study contributes to the general body of knowledge about mobile Apps by providing a comprehensive theoretical foundation and practical implications that illuminate the continuance use of social mobile Apps

The driving factors of continuance online shopping: Gender differences in behaviour among students in Saudi Arabia

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure student gender differences with regard to continuance online shopping intentions in Saudi Arabia. The 234-respondent sample consists of 61.5% women and 38.5% men. A structural equation model confirms model fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from subjective norms to enjoyment and subjective norms to continuance intention (in the men sample) and perceived usefulness to continuous intention (in the women sample) are not supported. The model was operationally generalized across the whole of Saudi Arabia. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 71% of the intention to continue shopping online. This research suggests that online strategies cannot ignore either the direct or indirect gender differences on continuance intentions in Saudi Arabia. The model can be generalized across Saudi Arabia

Exploring Online Repeat Purchase Intentions: The Role of Habit

By focusing on online stores, this study investigates the repeat purchase intention of experienced online buyers. Prior research on online behavior continuance models perceived usefulness, trust, satisfaction, and perceived value as the major determinants of continued adoption or loyalty, overlooking the important role of habit. Building on previous work in other disciplines, we define habit in the context of online shopping as the extent to which buyers tend to shop online automatically because of learning. Using recent work on the continued usage of IS (IS continuance) and repeat purchase, we have developed a model suggesting that repeat purchase intention is not only a consequence of trust and switching cost, but also of habit. In particular, in our research model, we propose that online shopping habit moderate the influence of trust such that its importance in determining repeat purchase intention decreases as the online shopping behavior takes on a more habitual nature. Integrating prior research on habit, IS continuance, and repeat purchase further, we suggest how antecedents of repeat purchase intention relate to drivers of habitualization. Data collected from 462 of Yahoo!Kimo shopping center’s customers provide strong support for the research model. Results indicate that higher level of habit deflated trust’s effect on repeat purchase intention. The data also show that satisfaction and familiarity are key to habit formation and thus relevant in the context of online repeat purchase

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Gamification in Mobile Payment: An Empirical Investigation

Mobile payment has evolved from a basic payment method into a community that provides a variety of value-added services. These services are meant to encourage continuous use by enhancing the value and experience of the fundamental payment services. This paper investigates the effects of gamification on the sustained usage of mobile payment. Using a sample of 323 Alipay Ant Forest users collected through online questionnaires, we find that gamification has a strong and direct impact on the continuous use of mobile payment. Interestingly, despite the fact that gamification also positively influences flow experience, flow experience derived from gamification has no significant impact on continuous use. Despite the fact that gamification provides an enjoyable and immersive experience and raises users\u27 awareness of the mobile payment app, it appears that the key utilitarian value of the app is still a payment tool with a focus on its convenience, security and versatility

The driving factors of continuance online shopping: Gender differences in behaviour the case of Saudi Arabia

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure gender differences with regard to continuance online shopping intentions in Saudi Arabia. The 465-respondent sample consists of 68.8% women and 31.4% men. A structural equation model confirms model fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from perceived usefulness to subjective norms and to continuous intention are not invariant between men and women. The model was operationally generalized across the whole of Saudi Arabia. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 65% of the intention to continue shopping online. This research suggests that online strategies cannot ignore either the direct and indirect gender differences on continuance intentions in Saudi Arabia. The model can be generalized across Saudi Arabia

Toward Platform-Economy Continuity: Do Descriptive Norms and Perceived Product Attributes Matter to Youths who Use Ride-Hailing Apps?

Abstract. This study investigates how descriptive norms and perceived product attributes (utilitarian and hedonic benefits) influence the intention of young consumers to continue to adopt ride-hailing apps. We developed a conceptual model drawing upon the socio-technical theory by involving 333 Indonesian users of ride-hailing apps and estimating the model using the statistical tool of PLS-SEM-based software. The findings showed that social aspects (descriptive norms) and technical aspects (utilitarian and hedonic benefits) significantly influence young consumers to adopt ride-hailing apps. Intriguingly, a positive perception of the apps’ benefits is instrumental for encouraging young consumers to continue to adopt ride-hailing apps when descriptive norms appear, when peers in their social circle widely adopt similar apps. This study highlights the unique behavior of young consumers in adopting ride-hailing apps by accentuating the role of descriptive norms and perceived product attributes from the perspective of socio-technical theory. This study provides practical recommendations for digital platform providers, particularly TNCs (Transportation Network Companies), which offer ride-hailing services to address the young consumer segment with a community-based marketing approach to maintain their continued adoption.   Keywords: Continuation intention, platform economy, digital platform, ride-hailing services, socio-technical theory, young consumer

Driving online shopping: Spending and behavioral differences among women in Saudi Arabia

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure gender differences with regard to continuance online shopping intentions in Saudi Arabia. The sample consists of 650 female respondents. A structural equation model confirms model fit. Perceived enjoyment, usefulness, and subjective norms are determinants of online shopping continuance in Saudi Arabia. High and low online spenders among women in Saudi Arabia are equivalent. The structural weights are also largely equivalent, but the regression paths from perceived site quality to perceived usefulness is not invariant between high and low e-shoppers in Saudi Arabia. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 60% of the female respondents’ intention to continue shopping online. Online strategies cannot ignore either the direct and indirect spending differences on continuance intentions, and the model can be generalized across Saudi Arabia

How does gender moderate customer intention of shopping via live-streaming apps during the COVID-19 pandemic lockdown period?

Zhao, Y., & Bacao, F. (2021). How does gender moderate customer intention of shopping via live-streaming apps during the COVID-19 pandemic lockdown period? International Journal of Environmental Research and Public Health, 18(24), 1-24. [13004]. https://doi.org/10.3390/ijerph182413004Shopping through Live-Streaming Shopping Apps (LSSAs) as an emerging consumption phenomenon has increased dramatically in recent years, especially during the COVID-19 lockdown period. However, insufficient studies have focused on the psychological processes undergone in different customer demographics while shopping via LSSAs under pandemic conditions. This study integrated the Unified Theory of Acceptance and Use of Technology 2 with Flow Theory into a Stimulus-Organism-Response framework to investigate the psychological processes of different customer demographics during the COVID-19 lockdown period. A total of 374 validated data were analyzed by covariance-based structural equation modelling. The statistical results demonstrated by the proposed model showed a significant discrepancy between different gender groups, in which Flow, as a mediator, representing users’ engagement and immersion in shopping via LSSAs, was significantly moderated by gender where connection between stimulus components, hedonic moti-vation, trust and social influence and response component perceived value are concerned. This study contributed a theoretical development and a practical framework to the explanation of the mental processes of different customer demographics when using an innovative e-commerce tech-nology. Furthermore, the results can support the relevant stakeholders in e-commerce in their com-prehensive understanding of customers’ behavior, allowing better strategical and managerial de-velopment.publishersversionpublishe

The Effects of Intrinsic, Extrinsic, Hedonic, and Utilitarian Motivations on IS Usage: An Updated Meta-analytic Investigation

This study reports on a meta-analytic investigation of the effects of intrinsic, extrinsic, hedonic and utilitarian motivations on IS system usage. The study extends the work of Wu and Lu (2013) and considers the effects of 16 motivations on usage, behavioural intention, perceived usefulness (PU) and perceived ease of use (PEOU). 73 studies published between 2009 and 2016 met the inclusion criteria. Bare bones and true score correlations were calculated and moderation analysis was performed. Curiosity has the strongest effects on behavioural intention while social interaction has the strongest effects on usage. Results also show that enjoyment and playfulness motivations have stronger effects on behavioural intention in hedonic system contexts, and reward motivation has stronger effects on utilitarian systems usage. The application of motivation theory to adoption and use of information systems together with synthesis of empirical data may provide new insights in system usage behaviou