Shopping app features: influencing the download and use intention

Abstract

PurposeShopping apps are a highly relevant channel and an increasingly important part of omni-channel retailing, as they strengthen the customer relationship. This study analyses the possibilities available to retailers to encourage consumers to download a shopping app and use it in the long-term.Design/methodology/approachThe study uses a scenario-based online experiment with a 2 × 2 × 2 between-subjects design and data from 332 participants. A second online experiment with a 2 × 3 between-subjects design and data from 200 participants supplements the main experiment. The data obtained from these experiments were analysed using M/ANCOVA and PROCESS.FindingsFindings suggest that a rebate (monetary incentive) increases the download intention. Online and in-store app features (non-monetary incentives) do also have positive impacts on the use intention, though the in-store feature only works when it is offered in combination with the online feature. The relationships are mediated by the perceived usefulness of the shopping app. Moreover, the non-monetary features interact with the channel preference of the consumers, who react more positively towards features offered in a non-preferred channel. A supplementary study supports this finding.Originality/valueThis research is novel as it analyses the impact of monetary (rebate) and non-monetary (online and in-store features) incentives on both the download and use intention of a shopping app separately. Further, it contributes to research on the topic by examining which features consumers perceive as useful. Finally, the study considers the omni-channel environment regarding consumers’ channel preference.

Intention of mix-mode consumer shopping service adoption: a case in the retailing context

“…Bailey et al (2017) investigated the intention to use a smartphone to pay for purchases. Sinemus and Zielke (2022) investigated monetary and non-monetary features of mobile shopping applications that would influence the intention of customers to download and use these apps. Chekembayeva et al (2023) searched the effect of time-convenience and emotion on the adoption of an AR mobile retailing application.…”

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“…As a way to showcase products, show rooming has its smartphone-addict fans as shown in Chimborazo-Azogue et al (2022). In Sinemus and Zielke (2022), the perceived usefulness of an app will increase if online and off-line incentives are combined.…”

“…. In Sinemus and Zielke (2022), the perceived usefulness of an app will increase if online and off-line incentives are combined.…”