Mobile Applications and Consumer Behaviour

Project: Research

Project Details

Description

This research project draws on the role of retailers mobile applications as a service delivery tool and consumers subsequent behaviour with the channel. Mobile applications have been conceptualised as a technology that could instigate consumer brand engagement. The aim of the research project is twofold:
1) To understand the role of retailer's mobile applications in consumer brand engagement.
2) To investigate the variables that influence consumers' continuous usage of mobile applications beyond the factors of initial adoption.
StatusFinished
Effective start/end date1/12/1731/08/19