Predicting the Factors that Affect M-commerce Application “Stickiness”
摘要
The expanding mobile commerce landscape gives companies a unique avenue to connect with consumers. With most existing studies focusing on long-term user behavior, such as loyalty and continued use, research on app stickiness has yet to be explored in-depth. App stickiness refers to the short-term user behavior categorized by the number of daily average users and the duration of engagement with the application in one session. This study investigates the relationships between cognitive experience, affective experience, trust, satisfaction, and app stickiness in m-commerce applications. Partial Least Squares Structural Equation Modeling was used to analyze data collected from m-commerce application users. The findings support positive relationships between cognitive experience, affective experience, satisfaction, and app stickiness however, the connection between trust and app stickiness was inversely related. This result is attributed to potential demographic influences, suggesting the need for further research to explore the potential moderating effects of user characteristics on the trust-app stickiness relationship in m-commerce contexts.