The Effects of Branded App Engagement Motivations on Consumer Experiences and Continuous Intention to Use- Focusing on the Consumer-Brand Engagement Perspective -
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Branded apps are becoming an important marketing tool for companies to promote brands, increase sales approaches and interact with consumers. Thus, this study is to examine how branded app usage motivation affects continuous intention to use from the perspective of consumer-brand engagement(CBE). For this purpose, we classified the utilitarian and hedonistic motivational attributes of branded apps into perceived informational usefulness, sociality, and entertainment, and analyzed how they affect the cognitive and emotional experiences of CBE. In addition, the effect of CBE's cognitive and emotional experiences on intention to continue using branded apps was verified.For empirical analysis of the research model, they recalled downloading and using a frequently used shopping brand app, and then asked them to answer questions about the brand app. It was verified using a samples of 271 mobile shopping app users. As a result of structural equation model analysis, first, the perceived informational usefulness of the brand app was found to have a positive effect on the cognitive experience of users. Second, perceived sociality was found to have a significant effect on users' cognitive and emotional experiences. Third, perceived entertainment has a positive effect on the emotional experience of users, which is consistent with the results of previous studies. Fourth, cognitive experience has a positive effect on emotional experience, and it has been found that users' cognitive and emotional experiences of branded apps have a positive effect on continuous intention to use.
Abstract
Branded apps are becoming an important marketing tool for companies to promote brands, increase sales approaches and interact with consumers. Thus, this study is to examine how branded app usage motivation affects continuous intention to use from the perspective of consumer-brand engagement(CBE). For this purpose, we classified the utilitarian and hedonistic motivational attributes of branded apps into perceived informational usefulness, sociality, and entertainment, and analyzed how they affect the cognitive and emotional experiences of CBE. In addition, the effect of CBE's cognitive and emotional experiences on intention to continue using branded apps was verified.For empirical analysis of the research model, they recalled downloading and using a frequently used shopping brand app, and then asked them to answer questions about the brand app. It was verified using a samples of 271 mobile shopping app users. As a result of structural equation model analysis, first, the perceived informational usefulness of the brand app was found to have a positive effect on the cognitive experience of users. Second, perceived sociality was found to have a significant effect on users' cognitive and emotional experiences. Third, perceived entertainment has a positive effect on the emotional experience of users, which is consistent with the results of previous studies. Fourth, cognitive experience has a positive effect on emotional experience, and it has been found that users' cognitive and emotional experiences of branded apps have a positive effect on continuous intention to use.
참고문헌 (13)
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