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Unlocking the key to sustained usage of mobile retail applications: a hybrid perspective

Nhon Hoang Thanh (Faculty of Commerce, Van Lang University, Ho Chi Minh City, Vietnam)
Bac Truong Cong (Faculty of Commerce, Van Lang University, Ho Chi Minh City, Vietnam)

Asia-Pacific Journal of Business Administration

ISSN: 1757-4323

Article publication date: 13 December 2024

41

Abstract

Purpose

This study examines how users' perceptions of application quality impact sustained usage, taking alternative options into account.

Design/methodology/approach

A hybrid approach combining partial least squares-structural equation modeling (PLS-SEM) and artificial neural networks (ANNs) was used to capture linear and non-linear relationships in the continuous intention to use mobile retail applications through 505 valid responses.

Findings

The findings highlight the significant role of utilitarian attitude, hedonic emotion, and trust in driving the adoption and continued use of mobile retail applications. Service and information qualities were identified as factors reinforcing trust, utilitarian attitudes, and hedonic emotion. Notably, system quality exclusively influences utilitarian attitude. Additionally, the presence of alternative options negatively moderates utilitarian attitude and the intention to persistently use the application.

Originality/value

By integrating the S-O-R model and the ISS model, this study’s theoretical framework provides fresh insights into the relative importance of these factors, enhancing our understanding of consumers' intention to continue using mobile retail applications.

Keywords

Acknowledgements

This research is funded by Van Lang University, Ho Chi Minh City, Vietnam.

Citation

Hoang Thanh, N. and Truong Cong, B. (2024), "Unlocking the key to sustained usage of mobile retail applications: a hybrid perspective", Asia-Pacific Journal of Business Administration, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJBA-05-2024-0266

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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