The influence of mobile application design features on consumers' emotional response and stickiness intentions
Martinez, Briana Monique
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This study investigated the effects of three types of mobile design features on a consumers’ mobile app stickiness intention, as mediated by consumer’s emotional response (pleasure, arousal, and dominance). The study employed a 3 (mobile design features: present/ absent) x 2 (type of scenario: hedonic vs utilitarian trips) experimental survey method in a retail mobile app setting. Three hundred and four participants were recruited though Amazon Mechanical Turk, and conditional process modeling was used to conduct hypotheses testing. The results confirmed the influence of mobile design features on mobile app stickiness intentions, as mediated by consumers’ feelings of pleasure and arousal. Specifically, consumer led interaction features and product promotion features were found to influence pleasure, arousal, and dominance whereas multimedia product viewing features were found to only influence arousal. Additionally, while consumers’ state of pleasure and arousal were found to impact mobile app stickiness intentions, dominance was not a predictor of mobile app stickiness intentions despite the influence of product promotion and consumer led interaction features. These results imply that marketers must go beyond the normal imagery and video content present to arouse consumers in relation to the mobile design features of multimedia product viewing. In addition, it is important to understand the relationship between product promotion features and other mobile design features especially in how they relate to consumer led interaction features. Third, marketers need to focus more on consumer led interaction features as these features elicited consumers’ emotional response more than other mobile design features. Finally, it is important to note the lack of support for between dominance and mobile app stickiness behavior.