Examining consumers' continuous usage of multichannel retailers' mobile applications

Al‐Nabhani, Khalid; Wilson, Alan; McLean, Graeme

doi:10.1002/mar.21585

Cited by 20 publications

(32 citation statements)

References 120 publications

(296 reference statements)

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“…While a few studies have examined retailers' apps (Hew, 2017), little attention has been paid to how retailer app use influences customer-retailer relations, especially loyalty towards the retailer. Some studies have noted the interest of investigating this process, especially the impact of apps on customer loyalty, with satisfaction used as a mediating variable (Al-Nabhani et al, 2021;Iyer et al, 2018;Molinillo et al, 2020;Japutra et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

The relationship between retailer app use, perceived shopping value and loyalty: the moderating role of deal proneness

Flacandji

Vlad

2022

IJRDM

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Purpose This paper studies the effects of retailer app use on perceived shopping value and loyalty toward the retailer. It also investigates whether deal proneness moderates the relationship between app use and perceived shopping value.Design/methodology/approach A sample of 427 French consumers took part in an online survey inquiring about a recent shopping experience. The authors compared customers who used a retailer app during their shopping experience with those who did not. Mediation and moderated mediation using PROCESS were performed to identify whether retailer app use improves loyalty intentions through perceived shopping value, with deal proneness used as a moderator.FindingsThe results show a positive and direct effect of retailer app use on loyalty. The effect is also mediated by utilitarian and hedonic shopping values. The authors also highlight the fact that deal proneness moderates the mediation effect of both utilitarian and hedonic shopping values between retailer app use and loyalty. More specifically, retail app use significantly increases shopping value for deal-prone customers.Originality/value In the age of omnichannel retailing, this study offers potential contributions to improve the theoretical knowledge of the impact of retailer apps on retailer–customer relations, helping businesses to develop and implement appropriate app-related strategies.

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Section: Introductionmentioning

confidence: 99%

The relationship between retailer app use, perceived shopping value and loyalty: the moderating role of deal proneness

Flacandji

Vlad

2022

IJRDM

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“…The pervasiveness of smartphones represents a real opportunity for channel integration via omnichannel strategy. In line with this, the spread of mobile apps can help retailers that are striving to shift to an omnichannel service with more options to acquire new clients while retaining existing ones (Al‐Nabhani et al, 2022). Increasingly able to manage multiple touchpoints simultaneously, customers expect retailers to provide omnichannel platforms that allow them to move smoothly from one touchpoint to another along their journey, effectively blurring the barriers in their purchase‐decision process (Huré et al, 2017; Ostrom et al, 2015; Rodríguez‐Torrico et al, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity

Massi

Piancatelli

Vocino

2023

Psychology and Marketing

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Omnichannel represents a customer‐oriented distribution paradigm through which retailers can deliver a seamless customer experience and create an authentic brand narrative that is communicated to customers across diverse touchpoints. Despite the increasing relevance of the omnichannel approach, research on how omnichannel can affect the customer experience remains scant. This research consists of a qualitative study and three experimental studies. Drawing from signaling theory, we contend that the signal congruency established by omnichannel—where all the channels are aligned and convey a consistent message to customers—can enhance consumers' purchase intention and perceptions of brand authenticity. We further investigate the role of brand authenticity as a mediator of the relationship between multichannel customer experience (seamless vs. nonseamless) and purchase intention, as well as of brand untrustworthiness as a moderator of the relationship between multichannel customer experience and brand authenticity. The results show that a seamless multichannel customer experience has a significant main effect on purchase intention and that participants in the seamless multichannel customer experience condition perceive the brand as more authentic than those in the nonseamless multichannel customer experience condition. Both the mediation and moderation hypotheses are supported. These findings enhance the literature on signaling theory and omnichannel. They also provide insightful implications for retailers in terms of managing the omnichannel customer experience. Overall, this study integrates the research areas of brand authenticity and omnichannel and provides valuable insights by indicating how seamlessness can boost consumers' perception of brand authenticity. Furthermore, the study advances our knowledge by investigating the impact of brand authenticity as both a result of the omnichannel customer experience and a predictor of purchase intention.

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“…Furthermore, the continuous engagement in this study is not limited to the frequency of visit to the brand's platform, but how long an individual has been following such brands on social media. According to Al-Nabhani et al (2022), consumers using a technological platform for at least six months is considered as continuous usage. While SMBE has received much attention in literature (e.g., Hollebeek et al, 2020;Hollebeek et al, 2014), there is lack of understanding in relation to pertinent factors that drive consumers continuous engagement (Osei-Frimpong et al, 2022, see Table I).…”

Section: Continuous Social Media Brand Engagement (Smbe)mentioning

confidence: 99%

“…months is considered adequate to rate their responses in a continuous usage context(Al- Nabhani et al, 2022). Respondents who answered "No" to either of the questions were not included in the research.…”

mentioning

confidence: 99%

What keeps me engaging? A study of consumers' continuous social media brand engagement practices

Osei-Frimpong

Otoo

McLean

et al. 2022

ITP

Self Cite

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PurposeThis study examines some pertinent individual-level factors and consequences of consumers' continuous social media brand engagement (SMBE) practices. Further, this study examines the moderating effect of other-efficacy to deepen the understanding.Design/methodology/approachOnline survey data collected from 785 respondents, through a convenience sampling technique on Facebook, was analyzed through structural equation (SEM) modeling with AMOS 23.0.FindingsThe findings suggest that compatibility with lifestyle, perceived information quality and escapism, which significantly drive consumers' continuous engagement with brands on social media. However, perceived enjoyment does not. Other-efficacy duly moderates consumers' continuous SMBE practices. While continuous SMBE significantly drives consumer-based brand equity (CBBE), continuous SMBE does not have any significant relationship with consumers' subjective well-being (SWB).Research limitations/implicationsThis study reports robust findings on the effects of individual-level factors that drive consumers' continuous SMBE practices. However, the study only focused on Facebook brand pages. This is a limitation for generalizability of results because the research did not take a holistic view of all types of social media.Practical implicationsThe research suggests a need for managers to project their brands and share relevant and stimulating information throughout their continuous SMBE with consumers to build strong consumer–brand relationships. Managers should also engage consumers with interesting social media messages as well as both informative and transformative creative strategies to excite them. This will further give consumers a reason to continuously interact with the brand on social media platforms.Originality/valueThis study is one of the very few works to tease out pertinent factors that drive consumers' continuous SMBE practices. The paper integrates the consumer-level factors and moderating effects of other-efficacy through the lens of Social Cognitive Theory (SCT) and Uses and Gratification Theory (UGT) to make a significant contribution to the SMBE literature.

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Examining consumers' continuous usage of multichannel retailers' mobile applications

Cited by 20 publications

References 120 publications

The relationship between retailer app use, perceived shopping value and loyalty: the moderating role of deal proneness

The relationship between retailer app use, perceived shopping value and loyalty: the moderating role of deal proneness

Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity

What keeps me engaging? A study of consumers' continuous social media brand engagement practices

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