The role of hedonic features on use and continuous use of mobile retail apps

Abstract

The cost of developing a mobile retail app is high, so retailers get value for money when shoppers utilise mobile retail apps for their shopping. However, some shoppers either do not use such shopping platforms or those who use it discontinue its use shortly after their first usage. While extant studies predominantly examine adoption, literature is scarce on a mobile app that examines post-adoption consequences. Accordingly, the purpose of this study is to examine factors influencing mobile retail app use and continuous use. This study collects data from 235 experienced Finnish mobile app users and utilised structural equation modelling technique for the data analysis. Findings show that the relationship between performance expectancy and use is stronger than continuous use. Cognitive features that enhance learning the platform have also shown to influence use, while privacy and affective components were critical determinants of continuous use. Finally, the study offers implications and recommendations.