How to achieve consumer continuance intention toward branded apps—from the consumer–brand engagement perspective

Branded mobile applications (apps) serve as useful marketing tools to assist existing and potential customers and greatly motivate consumers to engage with brands. This paper aims to investigate how branded apps achieve consumer continuance intention from the perspective of consumer–brand engagement...

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Bibliographic Details
Published in:Journal of retailing and consumer services 2021-05, Vol.60, p.102486, Article 102486
Main Authors: Qing, Tang, Haiying, Du
Format: Article
Language:English
Subjects:
Branded app
Consumer–brand engagement
Continuance intention
Entertainment
Information
Social presence
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Summary:Branded mobile applications (apps) serve as useful marketing tools to assist existing and potential customers and greatly motivate consumers to engage with brands. This paper aims to investigate how branded apps achieve consumer continuance intention from the perspective of consumer–brand engagement (CBE). Data are collected from 509 users of Chinese branded mobile applications and analyzed using a structural equation model. Results showed three dimensions of CBE that have unique interrelationships that promote continuance intention. Perceived informational usefulness serve as a utilitarian motivation, while perceived entertainment and social presence as hedonic motivations, all contributing to CBE in different ways.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2021.102486