Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application context
Mobile shopping applications have become a popular channel to reach the omnipresent consumer of today. However, the market space has become highly competitive and as a consequence, cultivating repurchase behavior has become pivotal to retain market share and boost sustainability. While the literatur...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2020-01-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311975.2020.1788874 |
| _version_ | 1818855966707286016 |
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| author | Naquita Fernandes Catherine Barfknecht |
| author_facet | Naquita Fernandes Catherine Barfknecht |
| author_sort | Naquita Fernandes |
| collection | DOAJ |
| description | Mobile shopping applications have become a popular channel to reach the omnipresent consumer of today. However, the market space has become highly competitive and as a consequence, cultivating repurchase behavior has become pivotal to retain market share and boost sustainability. While the literature regarding initial purchase via a mobile shopping application is well developed, knowledge of how to foster repurchase behavior in this context is still scarce. In order to address the gap in extant literature, this research drew on the perceived value theory as well as technology acceptance and continued usage literature to conceptualize how repurchase intentions can be elicited. An online survey was administered to a total of 245 consumers who had previously shopped via a mobile shopping application, using a non-probability convenience sampling approach. Partial least squares structural equation modelling was used to test cause–effect relationships in the model. The results verify the importance of primarily designing an entertaining and easy-to-use mobile shopping experience, followed by integrating atmospherics of trust and informative content. The amalgamation of these atmospherics lead to a value-infused end-user experience, enhancing user satisfaction. Lastly, the findings confirm that the satisfaction derived from the use of a mobile shopping application is a crucial determinant of repurchase intent. In summation, this study provides novel insights in terms of the context-specific nature of perceived value and its relation to satisfaction. Furthermore, the scarcity of research regarding the facilitation of repurchase behavior in a mobile shopping application context, is addressed. |
| first_indexed | 2024-12-19T08:17:00Z |
| format | Article |
| id | doaj.art-ff4e6b8bace14d778e9777f6d9377967 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-12-19T08:17:00Z |
| publishDate | 2020-01-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-ff4e6b8bace14d778e9777f6d93779672022-12-21T20:29:29ZengTaylor & Francis GroupCogent Business & Management2331-19752020-01-017110.1080/23311975.2020.17888741788874Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application contextNaquita Fernandes0Catherine Barfknecht1University of the Free StateUniversity of the Free StateMobile shopping applications have become a popular channel to reach the omnipresent consumer of today. However, the market space has become highly competitive and as a consequence, cultivating repurchase behavior has become pivotal to retain market share and boost sustainability. While the literature regarding initial purchase via a mobile shopping application is well developed, knowledge of how to foster repurchase behavior in this context is still scarce. In order to address the gap in extant literature, this research drew on the perceived value theory as well as technology acceptance and continued usage literature to conceptualize how repurchase intentions can be elicited. An online survey was administered to a total of 245 consumers who had previously shopped via a mobile shopping application, using a non-probability convenience sampling approach. Partial least squares structural equation modelling was used to test cause–effect relationships in the model. The results verify the importance of primarily designing an entertaining and easy-to-use mobile shopping experience, followed by integrating atmospherics of trust and informative content. The amalgamation of these atmospherics lead to a value-infused end-user experience, enhancing user satisfaction. Lastly, the findings confirm that the satisfaction derived from the use of a mobile shopping application is a crucial determinant of repurchase intent. In summation, this study provides novel insights in terms of the context-specific nature of perceived value and its relation to satisfaction. Furthermore, the scarcity of research regarding the facilitation of repurchase behavior in a mobile shopping application context, is addressed.http://dx.doi.org/10.1080/23311975.2020.1788874mobile shopping applicationsdigital atmosphericshedonic valueutilitarian valuedigital satisfactionrepurchase intention |
| spellingShingle | Naquita Fernandes Catherine Barfknecht Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application context Cogent Business & Management mobile shopping applications digital atmospherics hedonic value utilitarian value digital satisfaction repurchase intention |
| title | Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application context |
| title_full | Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application context |
| title_fullStr | Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application context |
| title_full_unstemmed | Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application context |
| title_short | Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application context |
| title_sort | keep customers coming back enhancing value and satisfaction in a mobile shopping application context |
| topic | mobile shopping applications digital atmospherics hedonic value utilitarian value digital satisfaction repurchase intention |
| url | http://dx.doi.org/10.1080/23311975.2020.1788874 |
| work_keys_str_mv | AT naquitafernandes keepcustomerscomingbackenhancingvalueandsatisfactioninamobileshoppingapplicationcontext AT catherinebarfknecht keepcustomerscomingbackenhancingvalueandsatisfactioninamobileshoppingapplicationcontext |