Title: Factors affecting consumer stickiness to continue using mobile applications

Authors: I-Chan Fang; Shih-Chieh Fang

Addresses: Department of Business Administration of Management, National Cheng Kung University, Tainan City, Taiwan ' Department of Business Administration of Management, National Cheng Kung University, Tainan City, Taiwan

Abstract: According to a recent survey, more than half of all such apps are rarely been downloaded. This study thus examines consumer stickiness to continue to use mobile apps, using the post-acceptance model of information system continuance and technology acceptance model. With regard to the factors that may influence app usage, both intrinsic factors (perceived playfulness and compatibility) and extrinsic ones (subjective norm) are also examined. A total of 390 valid questionnaires were analysed. The results indicated that 'satisfaction' was the major cause of continuance intention, and that this was positively influenced by perceived usefulness (PU) and perceived ease of use (PEOU). Moreover, continued usage intention was positively affected by subjective norms, compatibility, perceived playfulness, PU, and PEOU. This study concludes that consumers favour mobile apps with useful functions and easy to use designs, and also make some suggestions for the future direction of mobile app development.

Keywords: compatibility; continued intention to use; mobile applications; perceived playfulness; user satisfaction; subjective norm; user stickiness; consumer stickiness; usage continuance; mobile apps; information systems continuance; technology acceptance model; TAM; perceived usefulness; perceived ease of use; PEOU.

DOI: 10.1504/IJMC.2016.078720

International Journal of Mobile Communications, 2016 Vol.14 No.5, pp.431 - 453

Received: 17 Oct 2015
Accepted: 02 Mar 2016

Published online: 03 Aug 2016 *

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