Examining the role of user experience with branded apps in continuance use intention, By Seyed Mehdi Mirmehdi

Research

Title	Examining the role of user experience with branded apps in continuance use intention
Type	Article
Keywords	branded apps; user experience; hedonism; fow; escapism; challenge; learning; socialising; communitas; credibility; continuance use intention
Journal	International Journal of Electronic Customer Relationship Management
Researchers	Seyed Mehdi Mirmehdi

Abstract

The rapid growth of branded apps have created a substantial interest among marketers. Consumer experience with branded apps is a valuable asset for engaging and intention to use. There is a few research in literature about experience with branded apps. Addressing this gap in the literature, aim of the present study is to investigate the influence of user experience dimensions with branded apps in continuance use intention. To achieve this aim, a structural model was formulated to analysis and test the dimensions among users of branded apps. The results revealed that hedonism, flow, escapism, challenge, learning, socialising, communitas effect on continuously using branded apps.