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User involvement and continuance intention in the context of lightweight applications: A motivation-opportunity-ability (MOA) perspective

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  • Yanping Zhang

    (Fuyang Normal University, School of Business
    Hefei University of Technology, School of Management)

  • Changyong Liang

    (Hefei University of Technology, School of Management)

  • Ai Ren

    (State University of New York at New Paltz, School of Business)

  • Keqing Li

    (Nanjing University of Chinese Medicine, School of Elderly Care Services and Management)

Abstract

As an electronic marketing service channel, lightweight applications (lightweight apps) facilitate online services and integrate online and offline services to create business value. However, sustaining users’ long-term engagement with lightweight app services remains challenging. By integrating the motivation, opportunity, and ability (MOA) framework with involvement, this study investigates the antecedents and psychological mechanisms of the continuance intention of lightweight apps. Data was collected through an online survey from 439 users with prior experience of using lightweight app services. The results show that performance expectancy (β = 0.217; p

Suggested Citation

  • Yanping Zhang & Changyong Liang & Ai Ren & Keqing Li, 2025. "User involvement and continuance intention in the context of lightweight applications: A motivation-opportunity-ability (MOA) perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-20, December.
    • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00855-y
    DOI: 10.1007/s12525-025-00855-y
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    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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