19 آذر 1401
سيد مهدي ميرمهدي

سید مهدی میرمهدی

مرتبه علمی: استادیار
نشانی:
تحصیلات: دکترای تخصصی / مدیریت بازرگانی-مدیریت بازاریابی
تلفن:
دانشکده: دانشکده ادبیات و علوم انسانی

مشخصات پژوهش

عنوان
Examining the role of user experience with branded apps in continuance use intention
نوع پژوهش مقاله چاپ شده
کلیدواژه‌ها
branded apps; user experience; hedonism; fow; escapism; challenge; learning; socialising; communitas; credibility; continuance use intention
سال
2021
مجله International Journal of Electronic Customer Relationship Management
پژوهشگران سید مهدی میرمهدی

چکیده

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.