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

研究成果: 雜誌貢獻期刊論文同行評審

11 引文 斯高帕斯(Scopus)

摘要

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.

原文???core.languages.en_GB???
文章編號102950
期刊Journal of Retailing and Consumer Services
66
DOIs
出版狀態已出版 - 5月 2022

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