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

Snow Wu; Chen Zheng; Shun YE; Rob Law

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 journal › Conference article › peer-review

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 language	English
Pages (from-to)	696-705
Number of pages	10
Journal	e-Review of Tourism Research
Volume	17
Issue number	5
Publication status	Published - 1 Feb 2020
Event	International Conference of Information and Communication Technologies in Tourism 2020 - University of Surrey, Guildford, United Kingdom Duration: 8 Jan 2020 → 10 Jan 2020 Conference number: 27 https://enter2020.ifitt.org/ (Conference website) https://enter2020.ifitt.org/wp-content/uploads/2019/12/ENTER2020-Programme-Final.pdf

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth
SDG 9 Industry, Innovation, and Infrastructure

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https://journals.tdl.org/ertr/index.php/ertr/article/view/554Licence: Unspecified

Cite this

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title = "Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty",

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. ",

keywords = "Digital marketing, Mobile app, Loyalty, Multigroup structural equation modelling, Switching cost, Habit, Brand viscosity",

author = "Snow Wu and Chen Zheng and Shun YE and Rob Law",

year = "2020",

month = feb,

day = "1",

language = "English",

volume = "17",

pages = "696--705",

journal = "e-Review of Tourism Research",

issn = "1941-5842",

publisher = "Texas A and M University",

number = "5",

note = "International Conference of Information and Communication Technologies in Tourism 2020, ENTER2020 ; Conference date: 08-01-2020 Through 10-01-2020",

url = "https://enter2020.ifitt.org/, https://enter2020.ifitt.org/wp-content/uploads/2019/12/ENTER2020-Programme-Final.pdf",

}

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

N1 - Conference code: 27

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.

KW - Digital marketing

KW - Mobile app

KW - Loyalty

KW - Multigroup structural equation modelling

KW - Switching cost

KW - Habit

KW - Brand viscosity

UR - https://www.scopus.com/pages/publications/85078165451

M3 - Conference article

SN - 1941-5842

VL - 17

SP - 696

EP - 705

JO - e-Review of Tourism Research

JF - e-Review of Tourism Research

IS - 5

T2 - International Conference of Information and Communication Technologies in Tourism 2020

Y2 - 8 January 2020 through 10 January 2020

ER -

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

Abstract

UN SDGs

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