Experiential value and continuance use of retailers’ mobile apps: Emerging market perspective

Background: The long-term profitability, marketability and viability of a retailer’s mobile applications (apps) depends more on its continuance use than initial adoption by customers. However, mobile shoppers do not continue to use mobile shopping apps, though investigators recognise that the experiential needs of mobile app users are essential in mobile app use. Hence, research investigating the role of experiential value (EV) in post-adoption, continuance use behaviour is lacking. Aim: This study investigates the dimensions of EV as mediators of the confirmation-satisfaction relationship in the expectation-confirmation model. Setting: Online-administered surveys were conducted among mobile shopping app users in South Africa. Method: Online self-administered questionnaires were distributed by a commercial marketing research firm among a sample of 410 retail m-shopping app users. Smart-PLS version 4.0 was used to test the proposed hypotheses. Results: The indirect effects via customer return on investment and service excellence were statistically significant. However, playfulness and aesthetic dimensions of EV did not mediate the confirmation-satisfaction relationship. Moreover, the direct effects of EV dimensions on satisfaction were not conditional effects based on the age and gender of the respondent. Conclusion: In the post-adoption use of mobile grocery shopping apps, the utilitarian aspects of EV explain the confirmation-satisfaction relationship. Contribution: The study’s theoretical significance is that it presents much-needed insights into the role of EV in the post-adoption stage of mobile app shopping. The study’s results practically lead to managerial recommendations to enhance the post-adoption use of mobile shopping apps.