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Factors of continually using branded mobile apps : the central role of app engagement/ created by Linwan Wu

By: Material type: TextTextSeries: International journal of internet marketing and advertising ; Volume 9, number 4Geneva : Inderscience, 2015Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISSN:
  • 14775212
Subject(s): LOC classification:
  • HF5415.1265 INT
Online resources: Abstract: 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.
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Holdings
Item type Current library Call number Vol info Status Notes Date due Barcode
Journal Article Journal Article Main Library - Special Collections HF5415.1265 INT (Browse shelf(Opens below)) Vol. 9, no.4 (pages 303-320) Not for loan For in house use only

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.

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