Factors influencing consumer retention of mobile apps: a conceptual perspective on the high-street retails

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Abstract

The high adoption rates of branded mobile applications (Apps) demonstrates its popularity, but also shows that consumers are emerging into an era where products and services are consumed anytime anywhere. Despite the high adoption rates of branded mobile apps, recent ongoing studies highlight the importance of investigating the low retention rates of smartphone mobile apps by consumers. This study presents a conceptual model, which includes factors that motivate consumers to retain mobile apps from highstreet retailers, based on the literature and 21 in-depth interviews with non-student consumers.
Original languageEnglish
Number of pages20
Publication statusPublished - 10 Sep 2015
EventReser Conference - Eigtveds Pakhus, Copenhagen, Denmark
Duration: 10 Sep 201512 Sep 2015
http://www.reser2015.dk

Conference

ConferenceReser Conference
CountryDenmark
CityCopenhagen
Period10/09/1512/09/15
Internet address

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Keywords

  • mobile apps
  • consumer retention
  • low retention rates

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