IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v9y2021i4d10.1057_s41270-021-00117-8.html
   My bibliography  Save this article

A study on the downloading intention of fashion retailers’ apps

Author

Listed:
  • Miguel Llorens

    (Complutense University of Madrid)

  • Adolfo Hernández

    (Complutense University of Madrid)

Abstract

This study fills a research gap found with customers' motivations to download branded apps and how store digitization can influence their loyalty to the store. It develops a stronger understanding of customer propensity to download fashion retailer’s branded mobile apps. The research builds on an exploratory study using a questionnaire and applies a non-probability (quota) sampling method to get 425 participants. Then a logistic model is implemented, with stepwise forward selection. The study found that the purpose of buying with a smartphone is the most significant factor for the propensity to download store mobile applications. It shows that the value of the payment functionality of a store mobile application is the most significant factor for the propensity to become loyal to a store due to its digitization. The findings point retailers to the most valued issues by their customers in order to download mobile apps and increase engagement. Managers should treat the app as their retail brand extension and think in terms of the experiential value they are adding to the user when they introduce features into their app. This work identifies two shopping-related app functionalities, buying and paying, as key drivers to enhance customer engagement and loyalty.

Suggested Citation

  • Miguel Llorens & Adolfo Hernández, 2021. "A study on the downloading intention of fashion retailers’ apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(4), pages 349-362, December.
    • Handle: RePEc:pal:jmarka:v:9:y:2021:i:4:d:10.1057_s41270-021-00117-8
    DOI: 10.1057/s41270-021-00117-8
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-021-00117-8
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-021-00117-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yang, Kiseol, 2012. "Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 484-491.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Zhao, Zhenzhen & Balagué, Christine, 2015. "Designing branded mobile apps: Fundamentals and recommendations," Business Horizons, Elsevier, vol. 58(3), pages 305-315.
    4. Michael Rodriguez & Stefanie Boyer, 2020. "The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 137-148, September.
    5. Bellman, Steven & Potter, Robert F. & Treleaven-Hassard, Shiree & Robinson, Jennifer A. & Varan, Duane, 2011. "The Effectiveness of Branded Mobile Phone Apps," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 191-200.
    6. Siliang Tong & Xueming Luo & Bo Xu, 2020. "Personalized mobile marketing strategies," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 64-78, January.
    7. Kadri G Yilmaz & Sedat Belbag, 2016. "Prediction of Consumer Behavior Regarding Purchasing Remanufactured Products: A Logistics Regression Model," International Journal of Business and Social Research, LAR Center Press, vol. 6(2), pages 1-10, February.
    8. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    9. van Noort, Guda & van Reijmersdal, Eva A., 2019. "Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 16-26.
    10. Kadri G Yilmaz & Sedat Belbag, 2016. "Prediction of Consumer Behavior Regarding Purchasing Remanufactured Products: A Logistics Regression Model," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 6(2), pages 1-10, February.
    11. Tojib, Dewi & Tsarenko, Yelena, 2012. "Post-adoption modeling of advanced mobile service use," Journal of Business Research, Elsevier, vol. 65(7), pages 922-928.
    12. Shankar, Venkatesh & Balasubramanian, Sridhar, 2009. "Mobile Marketing: A Synthesis and Prognosis," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 118-129.
    13. Zhenzhen Zhao & Christine Balagué, 2015. "Designing branded mobile apps : fundamentals and recommendations," Post-Print hal-01273668, HAL.
    14. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
    15. van Heerde, Harald J. & Dinner, Isaac M. & Neslin, Scott A., 2019. "Engaging the unengaged customer: The value of a retailer mobile app," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 420-438.
    16. Shankar, Venkatesh & Kleijnen, Mirella & Ramanathan, Suresh & Rizley, Ross & Holland, Steve & Morrissey, Shawn, 2016. "Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 37-48.
    17. Zhenzhen Zhao & Christine Balagué, 2015. "Designing branded mobile apps : fundamentals and recommendations," Grenoble Ecole de Management (Post-Print) hal-01273668, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    2. 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).
    3. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    4. 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.
    5. Aydin Gokgoz, Zeynep & Ataman, M. Berk & van Bruggen, Gerrit H., 2021. "There’s an app for that! understanding the drivers of mobile application downloads," Journal of Business Research, Elsevier, vol. 123(C), pages 423-437.
    6. van Heerde, Harald J. & Dinner, Isaac M. & Neslin, Scott A., 2019. "Engaging the unengaged customer: The value of a retailer mobile app," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 420-438.
    7. Tran, Trang P. & Mai, Enping Shirley & Taylor, Erik C., 2021. "Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective," Journal of Business Research, Elsevier, vol. 125(C), pages 239-251.
    8. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "The abandonment behaviour of the branded app consumer: A study using interpretive structural modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    9. Wu, Cheng-Lung & Ma, Ngai Ki, 2022. "The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    10. van Noort, Guda & van Reijmersdal, Eva A., 2019. "Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 16-26.
    11. Kumar, Deepak S. & Purani, Keyoor & Viswanathan, Shyam A., 2018. "Influences of ‘appscape’ on mobile app adoption and m-loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 132-141.
    12. 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.
    13. Shahid, Shadma & Islam, Jamid Ul & Malik, Shehla & Hasan, Uzma, 2022. "Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    14. Cenamor, Javier, 2021. "Complementor competitive advantage: A framework for strategic decisions," Journal of Business Research, Elsevier, vol. 122(C), pages 335-343.
    15. Hong-Wen Lin & Ya-Cing Jhan & Yuan Tseng, 2019. "Behavioral intention of using one-stop mobile application: evidence from department stores," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(12), pages 401-412, December.
    16. Bies, Suzanne M.T.A. & Bronnenberg, Bart J. & Gijsbrechts, Els, 2021. "How push messaging impacts consumer spending and reward redemption in store-loyalty programs," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 877-899.
    17. Bies, Suzanne, 2022. "Examining the effectiveness of activation techniques on consumer behavior in temporary loyalty programs," Other publications TiSEM ade86df3-4846-4318-938f-a, Tilburg University, School of Economics and Management.
    18. Liu, Feng & Zhao, Shaoqiong & Li, Yang, 2017. "How many, how often, and how new? A multivariate profiling of mobile app users," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 71-80.
    19. Verhoef, Peter C. & Venkatesan, Rajkumar & McAlister, Leigh & Malthouse, Edward C. & Krafft, Manfred & Ganesan, Shankar, 2010. "CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 121-137.
    20. Luceri, Beatrice & (Tammo) Bijmolt, T.H.A. & Bellini, Silvia & Aiolfi, Simone, 2022. "What drives consumers to shop on mobile devices? Insights from a Meta-Analysis," Journal of Retailing, Elsevier, vol. 98(1), pages 178-196.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:9:y:2021:i:4:d:10.1057_s41270-021-00117-8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.