Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty

Snow Wu, Chen Zheng, Shun YE, Rob Law

Research output: Contribution to journalConference article

Abstract

With the increasing choices of mobile Applications (Apps) for tourism purchasing, it is essential for Apps operators to understand how to retain customers so as to ensure long-term profits. This study was designed to investigate the formation of App loyalty from a habit theory perspective. The results of Multigroup Structural Equation Modelling support our model, and indicate that the positive association of App satisfaction on App loyalty is stronger for bookers who do not stick to one brand from computer website to mobile App; furthermore, for those who are with high brand viscosity, habit and switching cost plays an important role in leading to App loyalty. Methodological and implications are also discussed.
Original languageEnglish
Pages (from-to)696-705
Number of pages10
Journale-Review of Tourism Research
Volume17
Issue number5
Publication statusPublished - 1 Feb 2020
EventInternational Conference of Information and Communication Technologies in Tourism 2020 - University of Surrey, Guildford, United Kingdom
Duration: 8 Jan 202010 Jan 2020
https://enter2020.ifitt.org/ (Conference website)

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Cite this

Wu, Snow ; Zheng, Chen ; YE, Shun ; Law, Rob. / Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty. In: e-Review of Tourism Research. 2020 ; Vol. 17, No. 5. pp. 696-705.
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Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty. / Wu, Snow; Zheng, Chen; YE, Shun; Law, Rob.

In: e-Review of Tourism Research, Vol. 17, No. 5, 01.02.2020, p. 696-705.

Research output: Contribution to journalConference article

TY - JOUR

T1 - Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty

AU - Wu, Snow

AU - Zheng, Chen

AU - YE, Shun

AU - Law, Rob

PY - 2020/2/1

Y1 - 2020/2/1

N2 - With the increasing choices of mobile Applications (Apps) for tourism purchasing, it is essential for Apps operators to understand how to retain customers so as to ensure long-term profits. This study was designed to investigate the formation of App loyalty from a habit theory perspective. The results of Multigroup Structural Equation Modelling support our model, and indicate that the positive association of App satisfaction on App loyalty is stronger for bookers who do not stick to one brand from computer website to mobile App; furthermore, for those who are with high brand viscosity, habit and switching cost plays an important role in leading to App loyalty. Methodological and implications are also discussed.

AB - With the increasing choices of mobile Applications (Apps) for tourism purchasing, it is essential for Apps operators to understand how to retain customers so as to ensure long-term profits. This study was designed to investigate the formation of App loyalty from a habit theory perspective. The results of Multigroup Structural Equation Modelling support our model, and indicate that the positive association of App satisfaction on App loyalty is stronger for bookers who do not stick to one brand from computer website to mobile App; furthermore, for those who are with high brand viscosity, habit and switching cost plays an important role in leading to App loyalty. Methodological and implications are also discussed.

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KW - Mobile app

KW - Loyalty

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KW - Switching cost

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