Gender differences in hedonic mobile app stickiness: A multi-group SEM analysis of processing pathways

The exponential growth of hedonic mobile applications necessitates understanding of user stickiness mechanisms beyond traditional technology acceptance frameworks. Current research overlooks how individual differences, particularly gender and usage frequency, create distinct processing pathways in hedonic contexts. This study examines differential stickiness mechanisms using multi-group structural equation modeling across six user segments (gender × usage frequency combinations) with 2149 participants. Drawing on the Hedonic Motivation System Adoption Model, Aesthetic Experience Theory, and dual-route processing concepts, we develop an integrated framework examining hedonic app stickiness pathways. Results suggest systematic gender-associated patterns: females exhibit associations consistent with direct benefit-to-stickiness pathways, while males show patterns aligned with satisfaction-mediated processing. These differences appear more pronounced at higher usage levels, with heavy-usage males showing the strongest satisfaction-stickiness associations compared to non-significant satisfaction effects observed in low-usage females. Multi-group analysis shows patterns indicating significant pathway differences across user segments, with large effect sizes supporting distinct processing mechanisms. These findings advance hedonic technology stickiness theory by showing patterns consistent with processing pathways while providing practical guidance for personalized app design strategies.