Why Do Consumers Use Branded Mobile Apps?
Why Do Consumers Use Branded Mobile Apps?
Abstract: Applying Technology Acceptance Model (TAM), this study examined motivations for consumers’ use of mobile apps, and concerns arising from their actual usage. A proposed model, tested using structural equation modeling with a convenience sample of 386 mobile app users, consisted of five types of motivations (i.e., usefulness, convenience, personalization, innovativeness, and social influence) and two types of concerns (i.e., security concerns and technical barriers). Results revealed that usefulness, convenience, and social influence had a significant positive effect, while technical barriers had a significant negative effect, on actual usage of mobile apps. Given these results, theoretical and managerial implications are discussed.
Related Research
-
How Do Social Media Influencers Motivate Prosocial Intentions? The Interaction of SMI Gender and ExpertiseHarrison, V. S., Vafeiadis, M., Carla White, Alawonde, T. F., & Vasquez, R. (2026). “How Do Social Media Influencers Motivate Prosocial Intentions? The Interaction of SMI Gender and Expertise.” International […]
-
The Handbook of Innovations in Strategic Communication: AI, Futurism and DirectionsLance Porter contributed a chapter to a book – The Handbook of Innovations in Strategic Communication: AI, Futurism and Directions (2025), edited by Bowen, S. and Erzikova, E. – that […]