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Identification of two decision-making paths underpinning the continued use of branded apps

journal contribution
posted on 21.05.2020, 10:36 by Lara Stocchi, Naser Pourazad, Nina MichaelidouNina Michaelidou
This study investigates two decision‐making paths that underpin the continued use of branded apps. One path originates from past use of a category of apps and leads to continued use of a branded app from that category via recognition. The second path also starts with past use, but leads to continued use through the evaluation of the app's benefits. Two empirical studies test and subsequently validate the resulting conceptual model, confirming that both paths underpin continued use; however, the strength of the theoretical links varies, and the two paths warrant separate investigation. These outcomes support the generalizability of the proposed model, highlighting its potential as a tool to advance the understanding of consumer decision‐making leading to the continued use of branded apps. The findings of this study also yield practical relevance, especially for the delineation of strategies to enhance the chances of market survival of branded apps.

History

School

  • Business and Economics

Department

  • Business

Published in

Psychology and Marketing

Volume

37

Issue

10

Pages

1362 - 1377

Publisher

Wiley

Version

AM (Accepted Manuscript)

Rights holder

© Wiley Periodicals LLC

Publisher statement

This is the peer reviewed version of the following article: Stocchi, L, Pourazad, N, Michaelidou, N. Identification of two decision‐making paths underpinning the continued use of branded apps. Psychology & Marketing, 37 (10), pp.1362-1377, which has been published in final form at https://doi.org/10.1002/mar.21385. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

Acceptance date

20/05/2020

Publication date

2020-06-07

Copyright date

2020

ISSN

0742-6046

eISSN

1520-6793

Language

en

Depositor

Dr Nina Michaelidou. Deposit date: 21 May 2020