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From critical incidence to discontinuance: How distrust. Dissatisfaction and fatigue contribute to the abandonment of Femtech apps

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  • Tandon, Urvashi
  • Ertz, Myriam

Abstract

This research aims to explore the negative experiences of women with Femtech apps that led them to discontinue their use. We adopted the role of the Expanded Critical Incident Technique (ECIA) and negative experiences as factors leading to the discontinuance of Femtech apps. To explore and validate the reasons for the discontinuance of Femtech apps, this research relies on the Expectancy Violations Theory (EVT) and Stressor-strain-outcome (SSO) frameworks. Data were collected from women who had once used these apps but had permanently discontinued their use with no intention of resuming them. Results indicated that all three constructs of EVT i.e., Responsiveness Expectation Violation, Professional Expectation Violation, and Empathy Expectation Violation had a significant positive impact on distrust, dissatisfaction, and fatigue. However, techno-stress has a negative impact on distrust, whereas security and privacy issues have adverse effects on fatigue. Furthermore, distrust and dissatisfaction had a significant and positive impact on discontinuance intention, whereas fatigue had a negative but insignificant effect on discontinuance intention. The findings from this research provide notable implications for app developers to enhance the app's usability and functionality, enabling users to obtain accurate metrics. In summary, this study constitutes an investigation into the reasons for discontinuing Femtech apps, a research strand previously overlooked in the literature. By doing so, the paper provides crucial insights to promote the adoption and continuance of Femtech.

Suggested Citation

  • Tandon, Urvashi & Ertz, Myriam, 2026. "From critical incidence to discontinuance: How distrust. Dissatisfaction and fatigue contribute to the abandonment of Femtech apps," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925003224
    DOI: 10.1016/j.jretconser.2025.104543
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