Abstract
This paper provides an empirical perspective into the outcomes of positive customer attitudes towards m-commerce applications. Through undertaking a longitudinal study over a period of 12 months, the effects of positive customer attitudes towards fashion retailers’ m-commerce applications are established. Previous research outlines some of the determinants of mobile app retention; this study subsequently provides retail brands an understanding on the return on investment with regard to m-commerce applications. The results illustrate that over time, positive attitude towards the m-commerce application results in increased purchase intention through the app, positive attitudes and loyalty towards the brand
| Original language | English |
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| Title of host publication | Developments in Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Publisher | Springer |
| Number of pages | 11 |
| Volume | 58 |
| Publication status | Accepted/In press - 30 May 2018 |
| Event | Academy of Marketing Science 46th Annual Conference - New Orleans, United States Duration: 23 May 2018 → 25 May 2018 https://www.ams-web.org/event/2018AC |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
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| Publisher | Springer |
| Volume | 2018 |
| ISSN (Print) | 2363-6165 |
Conference
| Conference | Academy of Marketing Science 46th Annual Conference |
|---|---|
| Country/Territory | United States |
| City | New Orleans |
| Period | 23/05/18 → 25/05/18 |
| Internet address |
Keywords
- mobile apps
- mobile marketing
- retail apps
- customer loyalty
- brand perceptions