Purpose

The purpose of this paper is to ascertain the determinants of mobile app stickiness (MASS) in emerging economies.

Design/methodology/approach

The study proposes a research model about how perceived interactivity (PI), perceived value, flow and self-efficacy influence MASS. The proposed model is then assessed in partial least square structural equation modeling using a survey sample of 587 mobile app users in India. Follow-up in-depth interviews are conducted to corroborate with statistical findings.

Findings

PI does not exert a significant direct influence on MASS. Rather, it is through perceived hedonic and utilitarian values and flow, which magnifies MASS. Also, mobile app users in emerging economies perceive an app to be interactive based on the app’s higher degrees of connectedness, non-verbal information and responsiveness, and not so much as reciprocity and control.

Research limitations/implications

Besides the demographic and geographic limitations of the sample, the study emphasizes only the positive cursors of MASS, such as value and loyalty benefits. It presents a future scope to empirically examine stickiness using negative cursors, such as identity theft, stress and health issues.

Practical implications

The study serves as a potential landscape for mobile app developers, consultants and service providers to identify unique daily-life requirements for mobile apps in emerging economies.

Social implications

The study creates a case for the mobile-commerce industry to consider socio-economic and socio-environmental factors while developing mobile apps for emerging economies.

Originality/value

Given the recent growth of mobile devices, services and broadband connectivity in emerging economies, this study provides a new perspective about different factors leading to MASS.

中文翻译：

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感知交互性和感知价值对移动应用粘性的影响：新兴经济视角

目的

本文的目的是确定新兴经济体中移动应用程序粘性 (MASS) 的决定因素。

设计/方法/方法

该研究提出了一个关于感知交互性 (PI)、感知价值、流动和自我效能如何影响 MASS 的研究模型。然后使用印度 587 名移动应用程序用户的调查样本，在偏最小二乘结构方程建模中评估所提出的模型。进行后续深入访谈以证实统计结果。

发现

PI 不会对 MASS 产生显着的直接影响。相反，它是通过感知享乐和功利主义的价值观和流动，放大了大众。此外，新兴经济体的移动应用程序用户认为应用程序具有交互性，这是基于应用程序的更高程度的连接性、非语言信息和响应能力，而不是互惠和控制。

研究限制/影响

除了样本的人口统计和地理限制外，该研究仅强调 MASS 的积极指标，例如价值和忠诚度福利。它提供了使用负面光标（例如身份盗窃、压力和健康问题）凭经验检查粘性的未来范围。

实际影响

该研究为移动应用程序开发人员、顾问和服务提供商提供了一个潜在的前景，以确定新兴经济体中移动应用程序的独特日常生活需求。

社会影响

该研究为移动商务行业在为新兴经济体开发移动应用程序时考虑社会经济和社会环境因素创造了一个案例。

原创性/价值

鉴于最近新兴经济体中移动设备、服务和宽带连接的增长，本研究为导致 MASS 的不同因素提供了新的视角。