Customer engagement, customer equity and repurchase intention in mobile apps

Mia Hsiao-Wen Ho and Henry F.L. Chung

Journal of Business Research, 2020, vol. 121, issue C, 13-21

Abstract: Our study is among the pioneering group in the mobile application (app) literature investigating customers’ repurchase decisions. Given the proliferation of mobile devices and the growing attention paid to social media marketing for facilitating customer engagement with brands, research concerning mobile apps’ customer engagement and its consequence still awaits to be developed. Our study, thus, explores how mobile apps’ customer engagement via various social media communities influences customer equity (brand, value and relationship equity) and repurchase intention. Based on the survey research using a sample of 485 existing customers of Gogoro – the largest electric scooter company in Taiwan – our study extends recent mobile app and service-dominant logic literature in unpacking the stimulus of repurchase intention towards premium brands. This study used structural equation modelling to test its hypotheses. The empirical findings suggest that mobile apps’ customer engagement positively affects customer equity, which further enhances the repurchase intention of existing customers. Our findings reveal that customer equity is a crucial mediator in explaining how repurchase intention is encouraged through the positive impact of mobile apps’ customer engagement on brand, value and relationship equity accumulation.

Keywords: Mobile apps; Repurchase intention; Customer engagement; Customer equity; Social media marketing (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:121:y:2020:i:c:p:13-21

DOI: 10.1016/j.jbusres.2020.07.046

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