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The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions


  • Alnawas, Ibrahim
  • Aburub, Faisal


This study extends the “Uses and Gratifications†approach (U&G) from a web context to a new one, i.e. mobile applications. It seeks to investigate the effect of the key benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. A self-administrated questionnaire was used to collect the study data. The questionnaire was distributed to 358 participants inside seven major malls in a Middle Eastern country (Jordan). Purposive sample was employed. The data were analyzed using structural equation modeling (AMOS 18). Four key findings emerged from the current research. First, the study confirms the existence of four interaction-based benefits in the context of mobile apps, namely: learning benefits, social integrative benefits, personal integrative benefits and hedonic benefits. Second, apart from social integrative benefits, the other three benefits are found to influence consumer satisfaction to varying degrees. Third, with regard to purchase intentions, only learning benefits and hedonic benefits are found to generate that. Finally, the study confirms the relationship between consumer satisfaction and purchase intentions in a mobile context. The study contributes to the literature through adopting the U&G approach as a theoretical base to examine the key benefits that consumers gain when interacting with branded mobile apps.

Suggested Citation

  • Alnawas, Ibrahim & Aburub, Faisal, 2016. "The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 313-322.
  • Handle: RePEc:eee:joreco:v:31:y:2016:i:c:p:313-322
    DOI: 10.1016/j.jretconser.2016.04.004

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    References listed on IDEAS

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    Cited by:

    1. Rauschnabel, Philipp A. & Felix, Reto & Hinsch, Chris, 2019. "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 43-53.
    2. Sylwia Sobolewska, 2017. "Mobile Applications in the Process of Information Flow between Companies and Customers," Collegium of Economic Analysis Annals, Warsaw School of Economics, Collegium of Economic Analysis, issue 44, pages 99-110.
    3. Sohn, Stefanie, 2017. "Consumer processing of mobile online stores: Sources and effects of processing fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 137-147.
    4. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    5. McLean, Graeme & Al-Nabhani, Khalid & Wilson, Alan, 2018. "Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers," Journal of Business Research, Elsevier, vol. 85(C), pages 325-336.
    6. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    7. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    8. Molinillo, Sebastian & Navarro-García, Antonio & Anaya-Sánchez, Rafael & Japutra, Arnold, 2020. "The impact of affective and cognitive app experiences on loyalty towards retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    9. Ronggang Zhou & Xiaorui Wang & Yuhan Shi & Renqian Zhang & Leyuan Zhang & Haiyan Guo, 2019. "Measuring e-service quality and its importance to customer satisfaction and loyalty: an empirical study in a telecom setting," Electronic Commerce Research, Springer, vol. 19(3), pages 477-499, September.
    10. Edward C. S. Ku & Chun-Der Chen, 2020. "Flying on the clouds: how mobile applications enhance impulsive buying of low cost carriers," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 23-45, March.
    11. Jiang, Yubo & Du, Xin & Jin, Tao, 2019. "Using combined network information to predict mobile application usage," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 515(C), pages 430-439.


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