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Crafting experiential value via smartphone apps channel

Sajad Rezaei (Chair of Marketing and Innovation, Universität Hamburg, Hamburg, Germany) (Taylor’s Business School, Taylor’s University, Subang Jaya, Malaysia)
Naser Valaei (Sunway University Business School, Sunway University, Subang Jaya, Malaysia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 7 August 2017

Abstract

Purpose

The purpose of this paper is to investigate the impact of post-usage usefulness (PUU), experiential value, and apps channel satisfaction on consumer continuance intention in using the smartphone apps retail channel for shopping activities. The study proposes that experiential value mediates both the relationship between PUU and apps channel satisfaction and the relationship between PUU and apps channel continuance intention.

Design/methodology/approach

A total of 467 valid questionnaires were received from Malaysian experienced smartphone apps shoppers (minimum of six months experience) from pure play apps retailers to empirically test the model. For the assessment of the measurement model and structural relationships, partial least square path modelling approach was performed.

Findings

The hypotheses testing imply that all direct hypotheses between latent constructs are supported. Experiential value partially mediates the relationship between PUU and apps channel satisfaction and the hypothesis on its mediation role on the relationship between PUU and apps channel continuance intention is rejected.

Originality/value

Despite the rapid development of information technology, a few research uncovered how businesses can create value through smartphone apps channel. Rather than focussing exclusively on online retailing, physical stores and e-commerce in general as a retail distribution strategy, this study empirically uncovered that value creation process could be achieved through smartphone apps channel.

Keywords

Citation

Rezaei, S. and Valaei, N. (2017), "Crafting experiential value via smartphone apps channel", Marketing Intelligence & Planning, Vol. 35 No. 5, pp. 688-702. https://doi.org/10.1108/MIP-08-2016-0141

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited