Values that drive desire: examining determinants of mobile promotion satisfaction

Abstract

PurposeMobile promotion has become an important and popular mechanism for mobile commerce, with many companies using this approach to increase sales and drive brand satisfaction toward the use of mobile apps. Despite the crucial nature of this topic, knowledge on the value of mobile promotion remains insufficient. Drawing upon consumption value theory (CVT), this study aims to examine the underlying mechanism that drives app satisfaction and in-app purchase.Design/methodology/approachIn this research, the authors selected retail mobile apps for empirical testing. The authors recruited 476 users to complete a survey and analyzed the results using partial least squares structural equation modeling.FindingsThe results revealed that functional (monetary savings and localization), social (self-expression), emotional (entertainment), epistemic (exploration) and conditional (personalization) value increase the desirability of mobile promotion, thereby facilitating app satisfaction and in-app purchase.Originality/valueAmid the vast business opportunities of mobile commerce, numerous brands have developed mobile apps that function as platforms for the promotion, provision and purchase of products and services. With the prevalence of mobile app downloads, apps have become the primary mobile platform for conducting mobile promotion. This research contributes to the literature and offers retailers insight into how to create value that can increase app satisfaction and in-app purchasing through mobile promotion.