Abstract

Utilizing the stimulus-organism-response theory as the theoretical framework, the study examines the role of mobile app attributes in influencing consumer engagement with a special focus on travel mobile apps. The study further investigates the role of consumer engagement in determining consumers’ behavioral intentions to use the travel app. As part of qualitative research, focus group discussions were conducted which helped in identifying important mobile app attributes. Further, a quantitative study was carried out to test the conceptual model. A second-order construct was employed to measure consumer engagement. Hypotheses were tested by employing structural equation modeling. Analysis reveals that visual, information and collaboration design influence consumer engagement with the travel mobile app. Furthermore, the results point that consumer behavioral intentions to use travel mobile app is positively impacted by consumer engagement. The findings of this study may provide relevant managerial implications which the marketers may employ to leverage the attributes of travel mobile app to engage with consumers and build long term relationship.

摘要

该研究利用刺激-有机体-反应理论作为理论框架，研究了移动应用属性在影响消费者参与方面的作用，特别关注旅游移动应用。该研究进一步调查了消费者参与在确定消费者使用旅行应用程序的行为意图方面的作用。作为定性研究的一部分，进行了焦点小组讨论，这有助于确定重要的移动应用程序属性。此外，还进行了定量研究以测试概念模型。采用二阶结构来衡量消费者参与度。通过采用结构方程模型来检验假设。分析表明，视觉、信息和协作设计会影响消费者与旅游移动应用程序的互动。此外，结果表明，消费者使用旅游移动应用程序的行为意图受到消费者参与度的积极影响。本研究的结果可能会提供相关的管理启示，营销人员可以利用这些启示来利用旅游移动应用程序的属性与消费者互动并建立长期关系。