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The structural relationships of application richness, brand awareness, user habit, user loyalty, and continuance intention in mobile application market

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2013, 18(3), pp.141-152
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

김관현 1 YooJung Kim 2 Jongsoo Yoon 3

1㈜이지원인터넷서비스
2호서대학교
3강남대학교

Accredited

ABSTRACT

This study investigates the determinants of users' continuance intention in mobile application market, and examines the structural relationships between predictors and users' continuance intention. Based on the intensive review of prior research related to Internet and mobile services,mobile application richness, brand awareness, user habit, user loyalty were selected as the predictors of users' continuance intention. Using 259 surveys, the research model was assessed and the research hypotheses were tested. The findings show that mobile application richness is positively related with brand awareness and user loyalty. Brand awareness is proven to be a key predictor of user habit and user loyalty. Futhermore, it is shown that user habit has a direct impact on user loyalty and users' continuance intention. Finally, it was proven that user loyalty is a pretty important determinant of users' continuance intention.

Citation status

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