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

43 Pages Posted: 9 Dec 2012 Last revised: 12 Dec 2012

See all articles by Pradeep Racherla

Pradeep Racherla

West Texas A&M University

Christopher Furner

West Texas A&M University

Jeffry Babb

West Texas A&M University

Date Written: December 9, 2012

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

Suggested Citation

Racherla, Pradeep and Furner, Christopher and Babb, Jeffry, Conceptualizing the Implications of Mobile App Usage and Stickiness: A Research Agenda (December 9, 2012). Available at SSRN: https://ssrn.com/abstract=2187056 or http://dx.doi.org/10.2139/ssrn.2187056

Pradeep Racherla (Contact Author)

West Texas A&M University ( email )

Canyon, TX 79016
United States

Christopher Furner

West Texas A&M University ( email )

Canyon, TX 79016
United States

Jeffry Babb

West Texas A&M University ( email )

Canyon, TX 79016
United States

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