Creating brand love for payment apps through emotions

Abstract

Purpose

Mobile payment system (MPSs) apps are accepted as a faster, reliable and feasible substitute to conventional payment systems. However, the reception of MPS has been slower than expected despite their potential and initial reach. Limited studies have investigated factors that determine consumers' brand love (BRL) towards MPSs. This study investigates the role of MPS app characteristics on consumer emotions, continued use intentions (CUI) and BRL towards MPS apps.

Design/methodology/approach

The theoretical underpinnings of stimulus organism behaviour consequence (SOBC) and pleasure arousal dominance (PAD) theory are utilized to conceptualize the research model. The model explains the drivers of MPS BRL. Innovativeness, perceived organization and entertainment are the stimuli. Emotion, conceptualized as the second-order construct derived from pleasure, arousal and dominance, is the organism. CUI is the behaviour exhibited, and BRL towards MPS is the consequence. A survey method is used to collect data from 317 MPS consumers, and the hypotheses are tested using a structural equation modelling approach.

Findings

Results indicate that innovativeness, perceived organization and entertainment influence consumers' emotions, which affects their CUI. Emotions and CUI shape BRL. Results also show a significant mediating role of emotion and CUI.

Originality/value

Limited studies have explored BRL for utility-driven apps like MPSs. The SOBC frameworks and PAD theory provide stronger explanatory powers to the complex interplay of variables that influence consumer perceptions and decisions regarding MPSs. The study provides several practical and theoretical insights into the role of emotions in the adoption of MPS apps, a hitherto understudied relationship in literature.

Citation

Kumar, S., Prashar, S. and Shah, A. (2023), "Creating brand love for payment apps through emotions", Marketing Intelligence & Planning, Vol. 41 No. 3, pp. 279-292. https://doi.org/10.1108/MIP-07-2022-0314