Unlocking the key to sustained usage of mobile retail applications: a hybrid perspective
Asia-Pacific Journal of Business Administration
ISSN: 1757-4323
Article publication date: 13 December 2024
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
:Emerald Publishing Limited
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