TY - JOUR
T1 - Customer engagement in the context of retail mobile apps
T2 - A contingency model integrating spatial presence experience and its drivers
AU - Ho, Xuan Huong
AU - Nguyen, Dong Phong
AU - Cheng, Julian Ming Sung
AU - Le, Angelina Nhat Hanh
N1 - Publisher Copyright:
© 2022
PY - 2022/5
Y1 - 2022/5
N2 - 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.
AB - 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.
KW - Customer engagement
KW - Hierarchy-of-effects model
KW - Situated cognition theory
KW - Spatial presence experience
UR - http://www.scopus.com/inward/record.url?scp=85124004940&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2022.102950
DO - 10.1016/j.jretconser.2022.102950
M3 - 期刊論文
AN - SCOPUS:85124004940
SN - 0969-6989
VL - 66
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 102950
ER -