Examining consumers' continuous usage of multichannel retailers' mobile applications

Khalid Al‐Nabhani, Alan Wilson, Graeme McLean

Research output: Contribution to journalArticlepeer-review

Abstract

This paper examines the variables influencing a consumer's satisfaction and continuous use of a multichannel retailer's mobile application. Drawing upon the Expectation Confirmation Model for Information Technologies, post-adoption literature, and consumer behavior literature, we assess pertinent factors on the continuous usage of multichannel retailers' mobile apps. Through a sample of 1009 consumers who retained a retailer's mobile app for more than 6 months and conducting Structural Equation Modelling, the findings illustrate that utilitarian variables (perceived usefulness, ease of use, and personalization), hedonic variables (perceived enjoyment), and a brand-related variable (consumer loyalty intention toward the retailer's brand), play a significant role in influencing continuous usage of multichannel retailers' mobile apps. In contrast to e-commerce research, the study outlines that escapism plays a negative role in both consumer satisfaction and intention to continue to use a multichannel retailer's mobile app. Previous research points to the fact that consumers' retention of retailers' apps is low. This paper contributes to the emerging literature on consumers' continuous use of retailers' mobile apps through enhancing our understanding of technology and non-technology-related variables.
Original languageEnglish
JournalPsychology and Marketing
Early online date30 Aug 2021
DOIs
Publication statusE-pub ahead of print - 30 Aug 2021

Keywords

  • brand loyalty
  • continuous usage
  • escapism
  • hedonic
  • m-commerce
  • mobile apps
  • mobile retailing
  • utilitarian

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