000			01548nam a22002417a 4500
003			ZW-GwMSU
005			20241004073203.0
008			241004b |||||||| |||| 00| 0 eng d
022			_a14775212
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.1265 INT
100	1		_aWu, Linwan _eauthor
245	1	0	_aFactors of continually using branded mobile apps : _bthe central role of app engagement/ _ccreated by Linwan Wu
264	1		_aGeneva : _bInderscience, _c2015.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aInternational journal of internet marketing and advertising _vVolume 9, number 4
520	3		_aBranded 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.
650			_aBranded apps _vApp engagement _xBrand management
856			_uhttps://doi.org/10.1504/IJIMA.2015.072884
942			_2lcc _cJA
999			_c167529 _d167529