Factors of continually using branded mobile apps: the central role of app engagement
by Linwan Wu
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 9, No. 4, 2015

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.

Online publication date: Thu, 05-Nov-2015

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