Modelling services continuance intention: evidence from apps stores

Sze Ling Ng, Sajad Rezaei, Naser Valaei, Mohammad Iranmanesh

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Abstract

Purpose
The objective of this study is to examine the drivers of retail apps satisfaction and continuance intention. An integrative theoretical framework was developed based on the IS success model, E-S-QUAL and expectancy and disconfirmation model to explain retail apps users’ satisfaction and continuance intention.

Design/methodology/approach
A total of 359 useable data were collected from the targeted Malaysian respondents who had experience in using retail apps services. Data were analysed using the partial least squares technique.

Findings
The results indicate that system quality and e-service quality positively influence retail apps usage satisfaction and have positive direct and indirect effects through satisfaction on continuance intention. The price level has a negative effect on retail apps usage satisfaction. Even though price level has no direct effect on continuance intention to use retail apps, it has an indirect effect on continuance intention through satisfaction.

Originality/value
Although the success of a marketing channel mainly depends on its continuance usage rather than first-time usage, few studies have paid attention to retail apps services. This study contributes to the advancement of knowledge on retail apps by explaining the roles of system quality, e-service quality and price level on retail apps satisfaction and continuance intention. Interestingly, the findings of multi-group analysis imply that female Gen Y app users are more satisfied than males while such differences do not impact their continuance intention to use the retail apps. The findings also suggested that frequency of using apps has no relevance to retail apps user satisfaction, but highly relevant to their continuance intention to use retail Apps services.
Original languageEnglish
JournalAsia-Pacific Journal of Business Administration
Early online date29 Sep 2022
DOIs
Publication statusE-pub ahead of print - 29 Sep 2022

Keywords

  • retail apps services
  • e-service quality
  • system quality
  • apps usage satisfaction
  • apps continuance intention

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