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Publication Type : Journal Article
Publisher : Journal of Electronic Commerce in Organizations
Source : Journal of Electronic Commerce in Organizations, IGI Publishing Hershey, PA, USA , Volume 15, Issue 1, p.23-43 (2017)
Keywords : App Attachment, App prominence, App-Self Connection, Brand Attachment, Mobile Apps, Presentation Style, Relationship Features
Campus : Coimbatore
School : School of Business
Year : 2017
Abstract : The purpose of this paper is to comprehend the causes and outcomes of smart phone application retention. To address this question, the authors propose a construct called app attachment and establish antecedents and consequences of the same. This study conceptualizes attachment with smart phone application as app attachment from a brand attachment perspective. Accordingly, app attachment is viewed as a two-dimensional construct composing of two measurement constructs namely app-self connection and app-prominence. Based on insights from information technology literature and marketing perspectives, antecedents, and consequents of app attachment are identified. Structural equation modeling was used for confirming the relationship of app attachment with proposed antecedents and consequences. On the managerial front, this paper explicates various strategies that a manager should adopt to improve app retention amongst its targeted users.
Cite this Research Publication : Souvik Roy, Abhilash Ponnam, and Dr. Santanu Mandal, “Comprehending Technology Attachment In The Case Of Smart Phone-Applications: An Empirical Study”, Journal of Electronic Commerce in Organizations, vol. 15, no. 1, pp. 23-43, 2017.