Conceptualizing the Implications of Mobile App Usage and Stickiness: A Research Agenda

Abstract

Mobile applications (apps) have transformed the way firms and consumers communicate with each other. However, in a marketplace characterized by myriad choices and intense competition, getting consumers to discover and download an app, and foster consumer engagement and stickiness are probably the biggest challenges facing marketers today. This brings forth two important questions: what factors affect consumers' decision to use and stick to apps? What are the key outcomes of stickiness for both consumers and firms? This study maps the conceptual and research issues underlying consumers’ decision journey and outcomes with respect to mobile apps. We build a framework based on the central tenets of interactivity combined with the insights gleaned from exploratory studies and a survey of interdisciplinary literature. We discuss the implications for research and practice in this emerging area of interest.

Keywords: mobile apps, stickiness, loyalty, interactivity, usability, smartphones, ecommerce