The Effects of Adopting and Using a Brand's Mobile Application on Customers’ Subsequent Purchase Behavior

Kim, Su Jung; Wang, Rebecca Jen-Hui; Malthouse, Edward C.

doi:10.1016/j.intmar.2015.05.004

Cited by 209 publications

(177 citation statements)

References 45 publications

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“…Kim, Wang, and Malthouse (2015) found that repeated use of the m-commerce applications (high habit strength) leads to increases in future m-commerce spending. Lin and Wang (2006) developed and validated an m-commerce customer loyalty model.…”

Section: Habitmentioning

confidence: 99%

The Role of M-Commerce Readiness in Emerging and Developed Markets

Ashraf

Thongpapanl

Mengüç

et al. 2017

Journal of International Marketing

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Although mobile commerce growth shows a promising trend and provides ample potential for retailers around the globe, several studies have shown that m-commerce has failed so far in attracting the hearts and minds of potential customers across different countries. Unlike past studies that examine single countries and/or developed markets, this study advances the literature by comparing m-commerce customers' behavioral intentions and actual behaviors using data from 812 m-commerce users across four countries (Australia, India, U.S., and Pakistan). This four-country context offers a unique opportunity for understanding how m-commerce consumers' behaviors differ across disparate national markets. We propose a conceptual framework linking m-commerce users' behaviors (intentions and actual usages) to its key drivers including ubiquity and habit, and develop hypothesis about the moderating roles of m-commerce readiness and habit in these linkages. The results reveal important asymmetries between m-commerce readiness stage and between habit: users at early m-commerce readiness stage assign more importance to ubiquity relative to habit in influencing purchase intentions, whereas the opposite is true for the users who are at an advanced m-commerce readiness stage. Habit moderates the influence of ubiquity such that its importance in determining intention decreases as the behavior in question takes a more habitual nature. We outline how m-retailers operating across different countriesdeveloped and developing-should adapt their marketing strategies to customers at different mcommerce readiness stages.

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Section: Habitmentioning

confidence: 99%

The Role of M-Commerce Readiness in Emerging and Developed Markets

Ashraf

Thongpapanl

Mengüç

et al. 2017

Journal of International Marketing

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“…Due to the high customer involvement in social media apps, many companies have developed their smart phone apps to communicate and advertise their products to their customers (Kim, Wang, & Malthouse, 2015). About 60% of smart phone owners have encountered smart phone advertising while 69.5% have viewed smart phone advertisements, and 62.3% have purchased advertised products or services (Kim & Han, 2014).…”

Section: Social Media Advertisingmentioning

confidence: 99%

A Qualitative Study on the Outcomes of Social Media Advertising

Islam¹,

Mahmood²

2018

AJC

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In this modern digitalized world, almost everyone is attached with internet. So there is an opportunity for the advertisers to use the social apps/internet for the purpose of advertising. This study was conducted to check the impact of social media advertising on customers' purchase intention while considering the customers' motivation and customers' perception as mediating variables. This is a qualitative study based on the interpretivism philosophy which is conducted on university students in China. The population for this research was the entire students of the university and the data were collected through interviews from 10 respondents. The respondents were the students of different departments of the university owning the smart phones and using Facebook and Instagram. Framework analysis approach was used to see the common responses of students regarding outcomes of social media advertising. The results have indicated that advertising on social media increases customers' motivation and improves perception of the company for viewers which ultimately enhances customers' purchase intention.

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“…Another 13% stated to have plans to introduce a mobile application in the forthcoming period, having in mind that applications became an important platform for brands to interact with the customers, and whose adoption and continued use contributes to the increase in future spending [30].…”

Section: Advertisersmentioning

confidence: 99%