Abstract:Although millions of mobile apps have been published in the app store, the majority are seldom downloaded or used. This phenomenon has intensified the competition among service providers for user loyalty. There were plenty of studies investigating user loyalty in the mobile‐app context; nevertheless, most failed to identify those true loyalty users who embraced attitudinal and behavioral loyalty. To address this research gap, this study aims to understand and predict user loyalty by an extended RFD model. We p… Show more
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