Exploring Perceived Value of Retail App Attributes (RAA) and Retail App Experience (RAE) Effects on Retail App Loyalty (RAL)

초록

This research assesses how perceived value of Retail App Attributes (RAA) create Retail App loyalty (RAL) through retail app experience (RAE). Assessment of the integrated model depicts important aspects of RAA which triggers RAE and RAL. Findings (N = 604) show that innovative RAA features such as product recommendation and advanced technology (AR, VR and 3D) generate positive hedonic and personal experience, which yields RAL. Empirical evidence supports the three-staged integrated model, depicting the stepwise development of mobile retail app loyalty. The expanded three stage model has theoretical contribution, emphasizing the importance of personal dimension in RAE and of innovative feature in RAA. Overall, this study adds to the knowledge of mobile retail app loyalty and provides meaningful insights for designing and targeting effective mobile retail app marketing strategies.

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