Business, Accounting and Economics Faculty Scholarship
Document Type
Article
Publication Date
3-6-2014
Publication Title
International Journal of Retail & Distribution Management
Publisher
Emerald Group Publishing Limited
Abstract
Purpose – Mobile applications, or apps, are an increasingly important part of omnichannel retailing. While the adoption and usage of apps for marketing purposes has grown exponentially over the past few years, there is little academic research in this area. The purpose of this paper is to examine how the mobile phone platform (Android vs Apple iOS), interest in the app and recency of store visit affect consumers’ likelihood to use the apps for purchasing and information-sharing activities. Design/methodology/approach – The paper tests a model by analysing survey data collected from customers of a major US retailer using partial least squares regression. Findings – The analysis finds that the level of interest in a retail app is positively related to the consumer’s intention to engage in both purchasing and information-sharing activities. In addition, the recency of the consumer’s last visit to the retail store has a moderating effect on both types of activities; the more recent the last visit, the larger the effect-size of interest in the app on intention to share information and make a purchase. Practical implications – While marketing and advertising managers may have suspected that Apple iOS users are more receptive to retail mobile apps, this study provides empirical support for the proposition. In addition, the moderating effect of recency of visit suggests that in-store promotions may be effective in increasing usage of the retailer’s mobile apps. Originality/value – This study is among the first in the academic literature to examine predictors of mobile app usage for purchasing and information sharing. It fills a gap in the literature, while at the same time providing actionable information for practitioners. Keywords Retail, Purchasing, Mobile commerce, Omnichannel, Mobile apps, Information-sharing Paper type Research paper
First Page
759
Last Page
774
Volume
48
Issue
8
Repository Citation
Levin, Michael, "Predicting mobile app usage for purchasing and information-sharing" (2014). Business, Accounting and Economics Faculty Scholarship. 4.
https://digitalcommons.otterbein.edu/bus_fac/4
Original Citation
Taylor, D. )., & Levin, M. ). (2014). Predicting mobile app usage for purchasing and information-sharing. International Journal Of Retail And Distribution Management, 42(8), 759-774. doi:10.1108/IJRDM-11-2012-0108
DOI
10.1108/IJRDM-11-2012-0108
Version
Publisher's Version
Peer Reviewed
1
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.