Mobile application value for consumers

Christine Gonzalez, Élodie Huré and Karine Picot-Coupey
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Christine Gonzalez: Université de Montpellier 2, Montpellier Recherche en Management, France
Élodie Huré: ESC Rennes School of Business, France

Economics Working Paper Archive (University of Rennes & University of Caen) from Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS

Abstract: A mobile application is an additional touchpoint that could enrich the relationship between consumers and retailers, if these latter understand how a mobile application usage is valued by the formers. This study aims to investigate the consumer value of mobile applications. It builds upon the literature on mobile services value and derives empirical findings from 30 semi-structured interviews of smartphone users, analysed with a content analysis assisted with the NVivo software. Grounded in a hierarchical multidimensional structure, the results indicate that the highest-order value of a mobile application is a synchronicity value enabling the consumer to get at the right time, the right place and in the right situation the right mix of value dimensions among the four following dimensions: situational, utilitarian, hedonic and social value. The results also show four outcomes of this consumer value of a mobile application: attitude toward the brand, omnichannel behaviour, word-of-mouth, future use of the application.

Keywords: consumer value; shopping experience; mobile applications (search for similar items in EconPapers)
Date: 2013-12
New Economics Papers: this item is included in nep-com and nep-mkt
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