A study on the downloading intention of fashion retailers’ apps

Miguel Llorens () and Adolfo Hernández ()
Additional contact information
Miguel Llorens: Complutense University of Madrid
Adolfo Hernández: Complutense University of Madrid

Journal of Marketing Analytics, 2021, vol. 9, issue 4, No 7, 349-362

Abstract: Abstract This study fills a research gap found with customers' motivations to download branded apps and how store digitization can influence their loyalty to the store. It develops a stronger understanding of customer propensity to download fashion retailer’s branded mobile apps. The research builds on an exploratory study using a questionnaire and applies a non-probability (quota) sampling method to get 425 participants. Then a logistic model is implemented, with stepwise forward selection. The study found that the purpose of buying with a smartphone is the most significant factor for the propensity to download store mobile applications. It shows that the value of the payment functionality of a store mobile application is the most significant factor for the propensity to become loyal to a store due to its digitization. The findings point retailers to the most valued issues by their customers in order to download mobile apps and increase engagement. Managers should treat the app as their retail brand extension and think in terms of the experiential value they are adding to the user when they introduce features into their app. This work identifies two shopping-related app functionalities, buying and paying, as key drivers to enhance customer engagement and loyalty.

Keywords: Mobile app; Fashion retail; Store digitization; Interactive marketing; Interactive technology (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1057/s41270-021-00117-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

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:pal:jmarka:v:9:y:2021:i:4:d:10.1057_s41270-021-00117-8

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-021-00117-8

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().