Factors of continually using branded mobile apps : the central role of app engagement/
Wu, Linwan
Factors of continually using branded mobile apps : the central role of app engagement/ created by Linwan Wu - International journal of internet marketing and advertising Volume 9, number 4 .
Branded apps are an innovative marketing approach on the mobile platform. The success of branded apps depends on consumers' continual usage. This study conducts an online survey to explore the factors that influence consumers' intention to continually use branded apps. The results confirm the central role of app engagement, which is positively influenced by effort expectancy, social influence and brand identification. Moreover, consumers' perceived interactivity positively impacts effort expectancy, which in turn contributes to performance expectancy. Performance expectancy is another direct factor of continuance use intention. Theoretical and practical implications are also discussed in this study.
14775212
Branded apps--Brand management--App engagement
HF5415.1265 INT
Factors of continually using branded mobile apps : the central role of app engagement/ created by Linwan Wu - International journal of internet marketing and advertising Volume 9, number 4 .
Branded apps are an innovative marketing approach on the mobile platform. The success of branded apps depends on consumers' continual usage. This study conducts an online survey to explore the factors that influence consumers' intention to continually use branded apps. The results confirm the central role of app engagement, which is positively influenced by effort expectancy, social influence and brand identification. Moreover, consumers' perceived interactivity positively impacts effort expectancy, which in turn contributes to performance expectancy. Performance expectancy is another direct factor of continuance use intention. Theoretical and practical implications are also discussed in this study.
14775212
Branded apps--Brand management--App engagement
HF5415.1265 INT