The effects of anthropomorphism presence and the marketing mix have on retail app continuance use intention

Xin-Jean Lim, Jun-Hwa Cheah, Siew Imm Ng, Norazlyn Kamal Basha and Geoff Soutar

Technological Forecasting and Social Change, 2021, vol. 168, issue C

Abstract: Retail applications (or retail apps) have emerged as a game-changer to complement and enhance the consumer purchase experience. Responding to calls of prior research, this study used the Two-factor Theory to understand how hygiene (i.e., anthropomorphism presence-AP) and motivation factors (i.e., marketing mix- MM) influence consumers’ retail app continuance use intention. Consumer engagement (CE) was investigated as a mediator, while prevention focus and promotion focus were suggested as moderators. Data were collected from 456 Millennial mobile shoppers and analyzed using PLS-SEM. Result from the study's structural model suggested that continuance use intention was dependent on retailers’ effectiveness on engaging with consumers and establishing attractive marketing elements. CE was found to mediate the path between AP and MM on continuance use intention. In addition, Millennial consumers with a high prevention focus was found to emphasize MM components in the engagement process. Some implications and suggestions for further research were discussed.

Keywords: Anthropomorphism presence; Marketing mix; Consumer engagement; Prevention focus; Promotion focus; Continuance use intention of retail app (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0040162521001955
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:168:y:2021:i:c:s0040162521001955

DOI: 10.1016/j.techfore.2021.120763

Access Statistics for this article

Technological Forecasting and Social Change is currently edited by Fred Phillips

More articles in Technological Forecasting and Social Change from Elsevier
Bibliographic data for series maintained by Catherine Liu ().