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The effects of app-related factors on app stickiness: The role of cognitive and emotional app relationship quality

Alnawas, I, Al Khateeb, A and El Hedhli, K (2023) The effects of app-related factors on app stickiness: The role of cognitive and emotional app relationship quality. Journal of Retailing and Consumer Services, 75. pp. 1-16. ISSN 0969-6989

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Prior research tends to examine the effect of a narrow set of app-related factors on the construct of app relationship quality holistically. However, it is well-established that app relationship quality consists of cognitive and emotional aspects. To address these two issues, our study takes a more nuanced approach by examining a comprehensive set of app-related factors, including functional, offerings, experiential and relational factors, and their differential impacts on two distinct components of app relationship quality, namely cognitive app relationship quality (CARQ) and emotional app relationship quality (EARQ). It also examines the differential impact of CARQ and EARQ on app stickiness, which has long been considered as a managerial challenge. A ‘modular design approach’ was used to collect the data from an online UK consumer panel. 605 responses were analyzed using AMOS 24. The results indicated that functional and offering factors produced greater effects on CARQ than on EARQ. In contrast, experiential and relational factors were found to have stronger effects on EARQ than on CARQ. Further, CARQ was found to have a stronger effect on app stickiness compared to EARQ. The current study offers a detailed understanding of the factors that contribute to each component of app relationship quality and empirically demonstrates the differential effects of the cognitive and emotional aspects on app sickness. Such results are expected to help e-retailers to develop a strong digital presence, build future readiness for their brands, and design app-focused strategies using a consumer centric approach.

Item Type: Article
Uncontrolled Keywords: 1503 Business and Management; 1505 Marketing; 1506 Tourism; Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
T Technology > T Technology (General)
Divisions: Liverpool Business School
Publisher: Elsevier
SWORD Depositor: A Symplectic
Date Deposited: 05 Jan 2024 14:08
Last Modified: 05 Jan 2024 14:15
DOI or ID number: 10.1016/j.jretconser.2023.103412
URI: https://researchonline.ljmu.ac.uk/id/eprint/22208
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