The relationship between retailer app use, perceived shopping value and loyalty: the moderating role of deal proneness

Michaël Flacandji and Mariana Vlad
Additional contact information
Michaël Flacandji: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Mariana Vlad: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

Post-Print from HAL

Abstract: Purpose This paper studies the effects of retailer app use on perceived shopping value and loyalty toward the retailer. It also investigates whether deal proneness moderates the relationship between app use and perceived shopping value. Design/methodology/approach: A sample of 427 French consumers took part in an online survey inquiring about a recent shopping experience. The authors compared customers who used a retailer app during their shopping experience with those who did not. Mediation and moderated mediation using PROCESS were performed to identify whether retailer app use improves loyalty intentions through perceived shopping value, with deal proneness used as a moderator. Findings: The results show a positive and direct effect of retailer app use on loyalty. The effect is also mediated by utilitarian and hedonic shopping values. The authors also highlight the fact that deal proneness moderates the mediation effect of both utilitarian and hedonic shopping values between retailer app use and loyalty. More specifically, retail app use significantly increases shopping value for deal-prone customers. Originality/value: In the age of omnichannel retailing, this study offers potential contributions to improve the theoretical knowledge of the impact of retailer apps on retailer–customer relations, helping businesses to develop and implement appropriate app-related strategies.

Keywords: Deal proneness; Retailer app; App use; Loyalty to the retailer; Perceived shopping value; Omnichannel (search for similar items in EconPapers)
Date: 2022
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-03725751v1
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Published in International Journal of Retail and Distribution Management, 2022, 50 (8-9), pp.981-995. ⟨10.1108/ijrdm-10-2021-0484⟩

Downloads: (external link)
https://hal.science/hal-03725751v1/document (application/pdf)

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:hal:journl:hal-03725751

DOI: 10.1108/ijrdm-10-2021-0484

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().