How and why customers engage with mobile travel apps is vital to mobile marketing of travel-related companies. This paper discusses the antecedents and consequences of mobile travel app engagement. Specifically, this study aims to understand how travel app attributes stimulate mobile travel app engagement and lead to purchase intention. A research model is established based on the Stimulus-Organism-Response (S-O-R) model and the model is tested by Partial Least Squares Path Modeling (PLS-PM). The results show that ease of use, compatibility, and UI attractiveness positively influence mobile travel app engagement, and in turn, affect purchase intention. Furthermore, a multi-group analysis shows that the attributes affecting mobile travel app engagement differ across different customer groups. This paper discusses some theoretical and practical implications.
In this study we investigated the relationships among mobile travel application (app) attributes, customer engagement, and brand equity with 518 participants who were current users of these apps. Results show that perceived usefulness, perceived price advantage, and user interface attractiveness
positively influenced customer engagement with mobile travel apps, whereas perceived ease of use had no significant effect. Additionally, mobile travel app engagement was found to be significantly and positively related to brand awareness and brand loyalty. Finally, mobile travel app engagement
mediated the effects of perceived usefulness, perceived price advantage, and user interface on both brand awareness and brand loyalty. Our findings indicate that improving travel app attributes enhanced customer engagement with these apps, and this, in turn, increased brand equity.
Widely used mobile tourism applications have become a necessary tool for tourists, but few empirical researchers have examined the factors that influence consumer engagement with these applications. In this study we focused mainly on how consumer innovativeness and user motivation influence
consumer engagement. We collected data online from 468 participants, and used structural equation modeling to analyze the data. Findings show that consumer innovativeness was positively associated with utilitarian, hedonic, and social user motivations, each of which was positively associated
with consumer engagement. In addition, user motivation mediated the consumer innovativeness–consumer engagement relationship.
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