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Role of relationship norms in motivating initial consumer adoption and continuous usage of mobile apps: A randomized field experiment

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  • Liu, Lei
  • Zhao, Ping

Abstract

Relationship norms play a significant role in shaping how consumers process information and engage with brands. Two widely studied relationship types are exchange relationships, where benefits are provided with the expectation of receiving a comparable benefit in return, and communal relationships, where benefits are given in response to another's needs without expecting direct reciprocity. However, studies have often overlooked contexts in which exchange and communal norms coexist. Hence, this study investigates how three types of relationship norm interventions (RNIs)—exchange, communal, and mixed—affect consumers' initial adoption and sustained usage of mobile apps through a randomized field experiment. Results show that both exchange and mixed RNIs are equally effective in promoting short-term adoption. However, in the long term, mixed RNI has a stronger effect on encouraging continued app usage compared to the exchange RNI alone. These findings contribute to the literature on relationship norms and offer practical guidance for firms on designing intervention strategies that support effective mobile app adoption and long-term engagement.

Suggested Citation

  • Liu, Lei & Zhao, Ping, 2026. "Role of relationship norms in motivating initial consumer adoption and continuous usage of mobile apps: A randomized field experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s096969892500267x
    DOI: 10.1016/j.jretconser.2025.104488
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