Title: Factors of continually using branded mobile apps: the central role of app engagement

Authors: Linwan Wu

Addresses: College of JM/COM, University of Florida, 1885 Stadium Road, P.O. Box 118400, Gainesville, FL 32611-8400, USA

Abstract: Branded apps are an innovative marketing approach on the mobile platform. The success of branded apps depends on consumers' continual usage. This study conducts an online survey to explore the factors that influence consumers' intention to continually use branded apps. The results confirm the central role of app engagement, which is positively influenced by effort expectancy, social influence and brand identification. Moreover, consumers' perceived interactivity positively impacts effort expectancy, which in turn contributes to performance expectancy. Performance expectancy is another direct factor of continuance use intention. Theoretical and practical implications are also discussed in this study.

Keywords: branded apps; app engagement; effort expectancy; performance expectancy; social influence; perceived interactivity; brand identification; continuance use intention; mobile marketing; consumer behaviour.

DOI: 10.1504/IJIMA.2015.072884

International Journal of Internet Marketing and Advertising, 2015 Vol.9 No.4, pp.303 - 320

Received: 16 Jun 2015
Accepted: 29 Jul 2015
Published online: 05 Nov 2015 *

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