Authors: Seyed Mehdi Mirmehdi
Addresses: University of Malayer, Malayer, Iran
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.
Keywords: branded apps; user experience; hedonism; fow; escapism; challenge; learning; socialising; communitas; credibility; continuance use intention.
International Journal of Electronic Customer Relationship Management, 2021 Vol.13 No.1, pp.81 - 97
Accepted: 11 Dec 2020
Published online: 07 Jun 2021 *