 Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its driversXuan Huong Ho, Dong Phong Nguyen, Julian Ming Sung Cheng and Angelina Nhat-Hanh Le Journal of Retailing and Consumer Services, 2022, vol. 66, issue C Abstract: This study develops and investigates the mechanisms through which retail mobile-app cognitions—i.e., interactivity and vividness—are translated into spatial presence experience and subsequently result in customer engagement under the parasol of the hierarchy-of-effects model and the situated cognition theory. The contingency roles of need for cognition and domain-specific interest as individual intrinsic tendencies and issue-specific motivations, respectively, are also scrutinized. A dataset obtained from a survey of 558 customers is employed to estimate the proposed research model. The results indicate that interactivity and vividness significantly stimulate the spatial presence experience, i.e., feelings of “being there†in the mobile-app environment; in turn, this drives customers to become more engaged and contribute to retailers that provide such experiences. The moderating roles of the two motivations are also identified. Keywords: Customer engagement; Spatial presence experience; Hierarchy-of-effects model; Situated cognition theory (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000431 DOI: 10.1016/j.jretconser.2022.102950 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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