Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers

Xuan Huong Ho, Dong Phong Nguyen, Julian Ming Sung Cheng, Angelina Nhat Hanh Le

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

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.

Original languageEnglish
Article number102950
JournalJournal of Retailing and Consumer Services
Volume66
DOIs
StatePublished - May 2022

Keywords

  • Customer engagement
  • Hierarchy-of-effects model
  • Situated cognition theory
  • Spatial presence experience

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