Extrinsic and intrinsic motivators for usage continuance of hedonic mobile apps

This study explores intrinsic (i.e., perceived enjoyment, perceived involvement) and extrinsic motivator (i.e., perceived usefulness, convenience, perceived ease of use) for usage continuance of hedonic mobile applications (apps). Satisfaction serves as an important link between motivators and continued willingness to use, therefore its effect was analysed through mediation. Data was collected through an online survey and a total of 720 valid responses were received. Results showed that intrinsic motivators had a significant effect on continued willingness to use (CWU) and extrinsic motivators on satisfaction for hedonic mobile apps. Extrinsic motivators strongly mediate the relationship between intrinsic motivators and satisfaction. Factors related to viewing patterns (i.e., viewing frequency, viewing time) and demographic factors (i.e., age, education) moderated relationships in the model. This study provides significant theoretical and practical implications for researchers in the domain of mobile applications. The study introduces convenience as a determinant of satisfaction and validates the existence of duality for dimensions of motivators.     

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 (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.     

Examining consumers' continuous usage of multichannel retailers' mobile applications

This paper examines the variables influencing a consumer's satisfaction and continuous use of a multichannel retailer's mobile application. Drawing upon the Expectation Confirmation Model for Information Technologies, post-adoption literature, and consumer behavior literature, we assess pertinent factors on the continuous usage of multichannel retailers' mobile apps. Through a sample of 1009 consumers who retained a retailer's mobile app for more than 6 months and conducting Structural Equation Modelling, the findings illustrate that utilitarian variables (perceived usefulness, ease of use, and personalization), hedonic variables (perceived enjoyment), and a brand-related variable (consumer loyalty intention toward the retailer's brand), play a significant role in influencing continuous usage of multichannel retailers' mobile apps. In contrast to e-commerce research, the study outlines that escapism plays a negative role in both consumer satisfaction and intention to continue to use a multichannel retailer's mobile app. Previous research points to the fact that consumers' retention of retailers' apps is low. This paper contributes to the emerging literature on consumers' continuous use of retailers' mobile apps through enhancing our understanding of technology and non-technology-related variables.     

Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption

This paper compares the explanatory power of consumer engagement (CE) regarding service continuance intention with the variables of attitude (utilitarian and hedonic) and satisfaction. Survey data were collected from users of mobile music (n = 596) and mobile parking (n = 297) services. The partial least squares method was applied to analyze the data. In line with expectations, the findings show that attitude and satisfaction are superior drivers of service continuance intention compared to CE when service is used for utilitarian reasons. In contrast, when service consumption is driven by hedonic reasons, CE is a stronger driver than satisfaction. However, no evidence for the superiority of CE over attitude was found in the hedonic context.     

What motivates customers to shop in smart shops? The impacts of smart technology and technology readiness

With the rapid diffusion of smart technologies, a new retail mode, the smart shop, has received increasing attention from both academia and practitioners in the 5G era. However, previous studies on smart shops have largely focused on the effects of smart technologies on technology adoption rather than customer shopping behaviors. To fill this gap, this study applies the hedonic information systems acceptance model (HISAM) to identify the utilitarian and hedonic motivations affecting consumer shopping intention. In addition, we characterize a second-order formative construct, technology readiness, as a technology-related personality to test its moderating role in the research model in the marketing context when consumer behaviors may differ due to individual characteristics. Using structural equation modeling (SEM), we applied SmartPLS 3.2.8 to analyze 298 valid samples. The results show that perceived ease of use significantly affects perceived usefulness and perceived enjoyment, in turn, these three factors directly influence shopping intention. Additionally, perceived ease of use will have a stronger impact on perceived usefulness and shopping intention when the customer has a high level of technology readiness. Finally, theoretical and practical suggestions and future research directions are also discussed.     

Instant messaging continuance: A media choice theory perspective

Instant Messaging (IM) has become one of the most popular applications for many Internet users. While prior research has primarily focused on IM initial adoption, continued usage (or continuance) has not drawn much attention. This research integrates media choice theories with motivation theory to explain IM continuance. It tests the proposed model using data collected from a sample of 207 Chinese university students via an online survey. Results indicate that perceived enjoyment, perceived critical mass are key to IM continuance intention. Perceived social presence and perceived critical mass are positively associated with perceived enjoyment. We also find that perceived social presence, perceived media richness and perceived enjoyment have significant effects on perceived usefulness.     

Determinants of customers' intentions to use hedonic networks: The case of Instagram

The emergence of the internet is a challenge for classical economic analysis, as it has a huge impact on people's habits and also on their living standards all over the world. In recent years, a particular attention has been paid to the study of the effect of Internet use and in particular, the impact of social networks on consumer behavior. The aim of this study is to develop a specific model that examines the impact of hedonic technology, such as Instagram, and integrates for the purpose some social factors. The key studied factors are eschewed by the Technology Acceptance Model (TAM). These are perceived pleasure and social identity. In addition, this paper tries to explore social CRM and provide theoretical and practical implications. This study tries also to validate the results of a first study by using a qualitative study. The results confirm the positive effect of perceived pleasure, social identity (cognitive, affective and evaluative) and perceived ease of use on intention to use Instagram. However, we found no empirical support for the significant and positive effect of perceived usefulness on the intention to use social networks. The results of the qualitative study could not validate the impact of perceived usefulness on the intention to use Instagram. The valuable insights gained from this study can be used to improve management practices and to help companies to develop more effective intervention programs to attract, encourage, motivate and influence their potential clients to participate in their social CRM programs.     

Enjoyment and social influence: predicting mobile payment adoption

Models of technology adoption, notably the Technology Acceptance Model and the Unified Theories of Acceptance and Use of Technology, provide good theoretical foundations for understanding mobile payment adoption. This study extends these frameworks by incorporating perceived enjoyment, social influence, knowledge and perceived risk. Replications of established theories are tested in a new context of young people's adoption of mobile payment. Subsequent hypotheses test an extended theoretical framework using an online survey (N?=?316). The extended model improves previous models by explaining 62% of variation in intention to use. Against expectations, perceived ease of use had no significant effect on perceived usefulness and intention to use. The study contributes to advancing understanding of perceived enjoyment which had no direct effect on adoption intention but a significant effect on perceived ease of use and usefulness. Social influence reduces perceived risk, and further contribution is made by noting that perceived enjoyment lowers perceived risk.     

Impact of online convenience on mobile banking adoption intention: A moderated mediation approach

The purpose of this study to investigate the effect of online convenience dimensions on mobile banking (m-banking) adoption intention using a comprehensive moderated mediation framework. A total of 446 responses from Indian banking users were received using systematic sampling. The covariance-based structural equation modelling and PROCESS macro were used to examine the hypotheses. The results indicated that access convenience, transaction convenience, benefit convenience, and post-benefit convenience have a crucial impact on m-banking adoption intention. The perceived hedonic values and perceived utilitarian values mediate the effects of convenience dimensions on m-banking adoption intention. The study's findings will help banks to identify which dimension/s of online convenience they should focus on over m-banking platforms to enhance adoption intention. As, “Convenience” plays a crucial role in mobile commerce adoption intention. This study attempts to examine how convenience dimensions affect m-banking adoption intention.     

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.     

What drives consumers to shop on mobile devices? Insights from a Meta-Analysis

The penetration of mobile devices has reshaped consumers’ shopping journeys, drawing the attention of both scholars and practitioners. Over the last two decades, a rich strand of empirical studies across disciplines has been conducted on the factors underlying mobile shopping behavior. We provide and test a comprehensive framework for both the key drivers of consumers’ initial adoption and the continuance intention to use mobile devices for purchasing. To achieve this goal, we conduct a meta-analysis, in which we integrate the findings from the literature and apply a structural equation modeling approach. Our work builds on the existing theories (Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology) and offers an extensive understanding of the variables that shape mobile shopping behavior. Based on 207 articles, with 228 studies, 4,354 effect sizes, a total sample size of 68,944 shoppers, our findings show that mobile shopping is influenced by variables that reflect the evolution of technological innovations and the consequent improvement of the functionality and convenience of mobile devices (previous digital experience and ubiquity). Managerially, based on these findings, we provide a future research agenda and the key implications for firms to develop for a successful marketing strategy throughout the mobile customer journey. Companies should focus on both utilitarian and hedonic variables to stimulate the intention to use the mobile for the first time. In addition, to increase continuance intention to use mobile for shopping, they improve customer satisfaction, through enjoyment and the three dimensions of quality of the mobile channel.     

Investigating Antecedents of Behavioral Intentions in Mobile Commerce

ABSTRACT

Despite the importance of mobile commerce (m-commerce) as an emerging channel of communication, marketing, and sales in business, few studies address how consumers decide to use m-commerce. In this study, we develop a conceptual framework for investigating the role of the perceived ease of use, perceived usefulness, and perceived enjoyment in determining consumers' intention to use m-commerce. We also investigate the importance of social influence in determining intention to use m-commerce. We draw on the Technology Acceptance Model (TAM) to develop our theoretical model. The empirical examination of our research model indicates that extrinsic and intrinsic motivations positively impact intention to use m-commerce. The current research model and its results could provide a rigorous basis for understanding consumers' behavior in wireless contexts.     

The role of mobile value and trust as drivers of purchase intentions in m-servicescape

Building on the premises of the unified theory of acceptance and use of technology (UTAUT), this study introduces the concept of mobile servicescape (m-servicescape) and explores the drivers of purchase intentions in the mobile service environment. Data were collected from a sample of 284 service mobile users and analyzed using structural equation modeling. Results show that the dimensions of m-servicescape (i.e., aesthetic appeal, perceived security, and layout and functionality) generate mobile value (i.e., hedonic and utilitarian), which in turn, leads to user purchase intentions. Utilitarian value was found to have a higher effect on purchase intentions than hedonic value and trust was found to enhance this effect. We highlight theoretical contributions and offer managerial insight for mobile marketers and designers on the specificities of consumer behavior in the service mobile environment.     

Different Effects of Utilitarian and Hedonic Benefits of Retail Food Packaging on Perceived Product Quality and Purchase Intention

Since consumers primarily make in-store purchase decisions, firms use product packaging to attract potential consumers. Ever-increasing market competition in many food product industries has further fueled this phenomenon in firms. However, the question of how retail food packaging affects consumer processes has received very little attention. This study investigates the benefits of food packaging on consumer responses to hedonic products by comparing different benefits (i.e., utilitarian and hedonic) of food packaging to understand which one has more impact on consumers’ perceived quality and purchase intention. The results show that both utilitarian and hedonic benefits of retail food packaging are critical predictors of consumer evaluations but play different important roles in determining customers’ reactions. Utilitarian benefits of food packaging impact perceived quality more than hedonic benefits do. Compared to utilitarian benefits, hedonic benefits of retail food packaging have more impact on consumer purchase intention.     

“Alexa,lock my front door”: An empirical study on factors affecting consumer's satisfaction with VCA-controlled security devices

Voice conversation agents (VCAs) have moved beyond simple tasks such as information gathering. The integration of VCAs in smart technologies for security has grown in the consumer market. This paper investigates consumers' motivation to use smart technologies controlled by voice conversational agents and how that impacts their perceived hedonic and utilitarian value, which eventually leads to their satisfaction with smart technologies usage. Two cross-sectional studies and a netnography were conducted. The findings showed that the variables measuring technology acceptance mediate the relationship between consumers' motivation and the perceived value of the VCA-controlled smart technologies. Study 1 results show that ease of use and usefulness of the VCA-controlled smart technologies have a more substantial mediating effect between motivation and hedonic value than utilitarian value. For study 2, results show that the mediators had a stronger influence on hedonic and utilitarian values for outdoor voice conversational agent-controlled smart technologies than indoor smart technologies. Study 3 showed that smart technologies have both risks and benefits and depend on whether they are being used for themselves or others. The results suggest that marketers need to consider consumer's emphasis on the products' features including its ease of use and usefulness, and strategically complement it with consumers' prevention and promotion focus for each product.     

Understanding the intention to use mobile shopping applications and its influence on price sensitivity

This study employs an extended technology acceptance model (TAM) and the theory of diffusion of innovations (DOI) to understand the intention to use mobile commerce applications for shopping purposes. The variables—perceived enjoyment, perceived risk and personal innovativeness—were added to the original model. The price sensitivity criterion was predicted using the variables—perceived risk, personal innovativeness, satisfaction and the intention to use. An online questionnaire was circulated nationwide through email to verified e-commerce users and a sample of 675 respondents was taken for analysis through structural equation modeling approach. Gender, experience and frequency of using mobile shopping applications were used as moderators for all relationships. Findings of this study reveal that personal innovativeness and perceived risk play a major role in deciding the intention to use mobile shopping applications. Users who are highly innovative and with a higher intention to use mobile shopping applications are less sensitive to price. Various managerial implications including applications to differential pricing, improving adoption pace and segmenting consumers to design marketing strategies are discussed.     

How perceived trust mediates merchant's intention to use a mobile wallet technology

As mobile wallets are in constant demand and growing over the past few years, there is a need to identify views of different stakeholders involved in the process. Several studies have been done to investigate consumers' perspective intensively. On the other hand, review of perception and adoption of wallet services by other participants, in particular merchants, is often neglected. The present study aims to fill this gap. This study used an empirical model to measure merchant's intention to use a mobile wallet technology. The study includes the variables, perceived compatibility, perceived usefulness, awareness, perceived cost, perceived customer value addition and perceived trust, and aims to determine their influence on intention to use. Our study also tested the mediating effect of perceived trust on the influence of perceived usefulness to predict merchant's intention. The study includes results of the survey of 315 Indian merchants by an online survey method. We find the highest effect of perceived customer value addition on merchant's intention, followed by perceived usefulness of technology. The proposed mediation effect of perceived trust was small but significant on perceived usefulness. The results of the study can help mobile payment companies to understand factors that are relevant to increase adoption of technology in the context of merchants.     

Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach

The aim of this study to investigate factors affecting luxury consumers’ webrooming intention using a moderated mediation framework. The study also investigates the mediating effects of perceived hedonic value and perceived utilitarian value and how these mediating effects are moderated by online risk perceptions. Data were collected using offline survey from 374 luxury consumers in India, using systematic sampling. The results indicated that perceived usefulness of online search, need for touch and socialization have significant impact on webrooming intention. Perceived hedonic value and perceived utilitarian value mediate the effect of variables on webrooming intention and mediation effect of perceived utilitarian value varied between high and low levels of online risk perceptions. Findings of this study will help luxury retailers in managing consumer channel switching behaviour. The study enriches luxury marketing literature by examining emerging webrooming, channel switching phenomenon.     

The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross-cultural analysis

Mobile devices are ubiquitous in the lives of modern consumers, who use them for information-seeking and purchasing activities, fostering the emergence of m-commerce. This trend has been exacerbated by the COVID-19 pandemic, which has boosted m-commerce growth in both developed and developing countries. Hence, there is a need for cross-cultural research concerning the factors affecting behavioural intentions. Drawing upon the hedonic information systems model, we measure the impact of utilitarian factors on satisfaction, repurchase intention, and eWOM through the mediation of enjoyment across two countries characterized by different stages of m-commerce readiness and culture: China and Italy. Findings suggest that the impact of utilitarian factors on satisfaction is stronger among Italian users than Chinese users. On the contrary, for Chinese users, who use their mobile phones as a primary device to shop online, the mediation effect of enjoyment on satisfaction and eWOM is stronger. With this study, we contribute to cross-cultural research in m-commerce and provide guidelines to mobile retailers operating in diverse international markets.     

Understanding factors affecting consumer intention to shop in a virtual world

The objectives of this study were to understand that factors affecting consumer intention to shop in a virtual world and to analyze the relationships among these factors. Particularly, this study explored consumer innovativeness (consumer novelty seeking, consumer independent judgment making) as an external variable that influences consumer intention indirectly through its effects on consumer experiences with the virtual world application (ease of use, control, concentration, enjoyment). The findings indicated that consumers’ perceived enjoyment and control positively influenced their shopping intentions. While consumer novelty seeking had no significant effect on shopping intention consumer independent judgment making significantly affected consumers’ intention to shop in a virtual world indirectly through its positive effects on perceived control, enjoyment, and ease of use.