Suchergebnisse

Competition for use of different mobile applications (apps) is intense. How to improve user loyalty to mobile apps is an urgent issue for enterprises to solve. Gamification has become an important means of attracting users' attention to apps. In this study 357 participants completed
a questionnaire assessing human–computer interaction, interpersonal interaction, perceived playfulness, user loyalty, and involvement with reference to the payment app Alipay and the game within it, . Structural equation modeling was performed and the results showed that both human–computer
interaction and interpersonal interaction promoted perceived playfulness, which contributed to user loyalty. Finally, involvement played a positive role in the relationship between perceived playfulness and user loyalty.

Widely used mobile tourism applications have become a necessary tool for tourists, but few empirical researchers have examined the factors that influence consumer engagement with these applications. In this study we focused mainly on how consumer innovativeness and user motivation influence
consumer engagement. We collected data online from 468 participants, and used structural equation modeling to analyze the data. Findings show that consumer innovativeness was positively associated with utilitarian, hedonic, and social user motivations, each of which was positively associated
with consumer engagement. In addition, user motivation mediated the consumer innovativeness–consumer engagement relationship.

In this study we investigated the relationships among mobile travel application (app) attributes, customer engagement, and brand equity with 518 participants who were current users of these apps. Results show that perceived usefulness, perceived price advantage, and user interface attractiveness
positively influenced customer engagement with mobile travel apps, whereas perceived ease of use had no significant effect. Additionally, mobile travel app engagement was found to be significantly and positively related to brand awareness and brand loyalty. Finally, mobile travel app engagement
mediated the effects of perceived usefulness, perceived price advantage, and user interface on both brand awareness and brand loyalty. Our findings indicate that improving travel app attributes enhanced customer engagement with these apps, and this, in turn, increased brand equity.