Factors affecting stickiness and word of mouth in mobile applications

Abstract

Purpose The purpose of this study is to investigate user perceptions of mobile app characteristics and interrelationships among identified mobile app characteristics, perceived benefits and post-adoption behaviors. Design/methodology/approach Using a self-administered online survey (n = 503) drawn from a consumer panel of US smartphone users, this study tests the proposed model that explains why stickiness and word of mouth (WOM) are enhanced during the post-adoption stage. Findings The results indicate that user perceptions of mobile app characteristics, perceived ubiquity, perceived informativeness and perceived personalization are positively associated with mobile app usefulness, thereby leading to increased stickiness and positive WOM intentions. Furthermore, perceived personalization is found to become the strongest predictor of usefulness and playful engagement with the mobile app. Research limitations/implications The findings are derived from a one-shot correlational study. There is no guarantee that the proposed model establishes causal directions among the latent constructs. Therefore, future research should test the conceptual model in an experimental setting by manipulating the degree and types of ubiquity, informativeness and personalization. Practical implications The findings of this research provide managerial guidelines for developing effective mobile app strategies involving utilitarian and hedonic benefits, thereby enhancing user stickiness and WOM intentions. Originality/value This paper is the first attempt to develop a conceptual framework that integrates user perceptions of mobile app characteristics into the underlying process of post-adoption behaviors. It empirically demonstrates the importance of ubiquity, informativeness and personalization in building and sustaining loyal relationships with mobile app users.

Factors Affecting Post-Adoption in a Music Streaming Application for Young Adults

“…In that regard, the ability of a music streaming application to develop features that support the ability to be accessible at anytime, anywhere is highly required. This is supported by Kim et al (2016) who stated that the ability to develop features that are flexible to time and location can increase the benefits felt by its users.…”

“…Many previous kinds of research have investigated technology adoption (Davis, 1989;Venkatesh et al, 2012), but few have studied post-adoption in the context of technology (Kim et al, 2016). Research conducted by Racherla et al (2012) states that postadoption can be explained through stickiness and WOM.…”

“…Research conducted by Racherla et al (2012) states that postadoption can be explained through stickiness and WOM. It is also known that WOM is a factor which can influence a person's decision to use technology (Kim et al, 2016). Therefore, WOM is used as an effort to persuade someone to change her/his behaviour towards the use of technology.…”

“…According to Kim et al (2016), a mobile application has different characteristics which are related to ubiquity, personalisation, and informativeness. These three characteristics are known to have an influence on a user's perceptions of the benefits when using an application.…”

“…According to Racherla et al (2012), word of mouth (WOM) has a significant impact on influencing consumer choice. Recommendations from colleagues or close persons who have already used paid applications are quite an effective way to encourage changes in behaviour prompting unpaid music streaming application users to switch to paid ones, since, according to Kim et al (2016), WOM is an important contributor to the success of an application in influencing its user's behaviour.…”