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Download fileIdentification of two decision-making paths underpinning the continued use of branded apps
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posted on 2020-05-21, 10:36 authored by Lara Stocchi, Naser Pourazad, Nina MichaelidouNina MichaelidouThis 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 MarketingVolume
37Issue
10Pages
1362 - 1377Publisher
WileyVersion
- AM (Accepted Manuscript)
Rights holder
© Wiley Periodicals LLCPublisher 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
2020-05-20Publication date
2020-06-07Copyright date
2020ISSN
0742-6046eISSN
1520-6793Publisher version
Language
- en