Summary
Summary Tutorial 4: Mobile Apps
- Course
- Institution
Summary of articles discussed during the tutorial. Emphasis on Study Design, Results and Implications
[Show more]
Seller
Follow
lyvoAnna
Content preview
SESSION 4: MOBILE APPSStocchi, L., Pourazad, N., Michaelidou, N., Tanusondjaja, A., & Harrigan, P. (2021). Marketing research
on Mobile apps: past, present and future. Journal of the Academy of Marketing Science, 1-31.
Pre-Adoption stage:
Driving customers intention to adopt the app, over technological features:
• Tech-features as Incentives of technology adaption (usefulness, ease of use, enjoyment)
• value perceptions (convenience, novelty, accuracy, localability, quality, aesthetics, perceived monetary
value)
• medium characteristics (controllability, connectivity, service availability)
… and other individual characteristics:
• generic factors (involvement, experience, past behavior, behavioral control and self-efficacy
• demographics and individual traits (innovativeness, optimism)
➔ Most important drivers are ease of use, usefulness, enjoyment
Adoption stage:
Mobile shopping apps:
• Encourage purchases via app: customer
experience, speed of transactions,
security, user friendliness
• Overall interest in the app , App attributes
In-app purchasing:
• Perceived App value (quality & value for money, social & emotional value)
• Personal traits (bargain proneness, extraversion, price sensitivity)
Post-adoption stage
Ongoing or continued app usage
• Stickiness and Engagement
• Outcome of app adoption for the app
itself, and for the brand
Narang, U., & Shankar, V. (2019). Mobile app introduction and online and offline purchases and product
returns. Marketing Science, 38(5), 756-772.
They model the relationship between retailer’s mobile app launch and the frequency, quantity, and monetary
value of purchases in its online and offline channels, as well as product returns. Ideally, they would compare
shopping behavior of adopter an non-adopter. However, one cannot be both. And, the treatment is non-
randomly assigned, as a shopper self-selects into a adopter.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller lyvoAnna. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.38. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
83662 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now