What We Know and Do Not Know About Mobile App Usage and Stickiness: A Research Agenda

نویسندگان

  • Christopher P. Furner
  • Pradeep Racherla
  • Jeffrey S. Babb
چکیده

Mobile applications (apps) have transformed the way firms and consumers communicate with each other, and have now become integral to firms’ marketing strategies. However, in a marketplace characterized by myriad choices, one of the biggest challenges that Marketers face is to foster continued and frequent use, or stickiness. This brings forth two important questions: what factors affect consumers’ decision to use and “stick” to apps? What are the key outcomes of stickiness for both consumers and firms? This study maps the conceptual and research issues underlying consumers’ decision journey and outcomes with respect to mobile app use. The authors build a framework based on the central tenets of interactivity combined with the insights gleaned from a survey of interdisciplinary literature. They discuss the implications for research and practice in this emerging area of interest. What We Know and Do Not Know About Mobile App Usage and Stickiness: A Research Agenda

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عنوان ژورنال:
  • IJESMA

دوره 7  شماره 

صفحات  -

تاریخ انتشار 2015