Scholarlink

<p>As an electronic marketing service channel, lightweight applications (lightweight apps) facilitate online services and integrate online and offline services to create business value. However, sustaining users’ long-term engagement with lightweight app services remains challenging. By integrating the motivation, opportunity, and ability (MOA) framework with involvement, this study investigates the antecedents and psychological mechanisms of the continuance intention of lightweight apps. Data was collected through an online survey from 439 users with prior experience of using lightweight app services. The results show that performance expectancy (<i>β</i> = 0.217; <i>p</i> &lt; 0.001), convenience (<i>β</i> = 0.221; <i>p</i> &lt; 0.001), socialization-related activation (<i>β</i> = 0.128; <i>p</i> &lt; 0.01), spot-related activation (<i>β</i> = 0.086; <i>p</i> &lt; 0.05), task competence (<i>β</i> = 0.229; <i>p</i> &lt; 0.001), and perceived technology control (<i>β</i> = 0.280; <i>p</i> &lt; 0.001) are all positively associated with involvement. In turn, involvement (<i>β</i> = 0.751; <i>p</i> &lt; 0.001) positively influences users’ continuance intention. Additionally, socialization-related activation positively moderates the relationships between performance expectancy/task competence/perceived technology control and involvement. By incorporating personal and situational factors alongside psychological mechanisms, this study provides new insights into the decision-making process underlying app usage and offers valuable implications for practitioners in developing marketing strategies for lightweight app services.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

User involvement and continuance intention in the context of lightweight applications: A motivation-opportunity-ability (MOA) perspective

  • 期刊论文

  • 发表日期：

    2025年11月28日

查看全文
  • Yanping Zhang,
  • Changyong Liang,
  • Ai Ren,
  • Keqing Li

摘要

As an electronic marketing service channel, lightweight applications (lightweight apps) facilitate online services and integrate online and offline services to create business value. However, sustaining users’ long-term engagement with lightweight app services remains challenging. By integrating the motivation, opportunity, and ability (MOA) framework with involvement, this study investigates the antecedents and psychological mechanisms of the continuance intention of lightweight apps. Data was collected through an online survey from 439 users with prior experience of using lightweight app services. The results show that performance expectancy (β = 0.217; p < 0.001), convenience (β = 0.221; p < 0.001), socialization-related activation (β = 0.128; p < 0.01), spot-related activation (β = 0.086; p < 0.05), task competence (β = 0.229; p < 0.001), and perceived technology control (β = 0.280; p < 0.001) are all positively associated with involvement. In turn, involvement (β = 0.751; p < 0.001) positively influences users’ continuance intention. Additionally, socialization-related activation positively moderates the relationships between performance expectancy/task competence/perceived technology control and involvement. By incorporating personal and situational factors alongside psychological mechanisms, this study provides new insights into the decision-making process underlying app usage and offers valuable implications for practitioners in developing marketing strategies for lightweight app services.