Examining the role of user experience with branded apps in continuance use intention
by Seyed Mehdi Mirmehdi
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 13, No. 1, 2021

Abstract: The rapid growth of branded apps have created a substantial interest among marketers. Consumer experience with branded apps is a valuable asset for engaging and intention to use. There is a few researches in literature about experience with branded apps. Addressing this gap in the literature, the aim of the present study is to investigate the influence of user experience dimensions with branded apps in continuance use intention. To achieve this aim, a structural model was formulated to analyse and test the dimensions among users of branded apps. The results revealed hedonism, flow, escapism, challenge, learning, socialising, and communitas effects on continuously using branded apps.

Online publication date: Fri, 11-Jun-2021

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