How to make users fall in love with a mobile application: A moderated-mediation analysis of perceived value and (brand) love

Lili Zheng
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Abstract

PurposeThe study aims to examine the indirect relationships via application (app) brand self-relevance emotions and self-relevance that underlie the relationships between perceived value of mobile apps and (brand) love with respect to mobile apps. The study further investigates the moderating role of user–app relationship duration in the formation process of brand love for mobile apps from a dynamic and long-term perspective.Design/methodology/approachA multiple moderated-mediation model is developed and empirically tested with a sample of 396 users of popular Chinese mobile educational apps.FindingsThe study reveals that utilitarian value exhibits positive indirect relationships with brand love for mobile apps through increased positive self-relevance emotions. All three types of perceived value of mobile apps (utilitarian, hedonic and social) affect app brand love positively via self-relevance. These three types of perceived value were found to be serially linked to brand love through self-relevance and self-relevance emotions. Furthermore, empirical evidence is found for the moderating effects of user–app relationship duration.Originality/valueBy testing mechanisms simultaneously in an integrative model, this study investigates the reasons for app brand love that attract a user into a lasting relationship with an app and extends knowledge of the app brand love building process in inducing strong and positive brand–self connections. Our study also makes practical contributions by offering insights into delivering the most desired benefits to mobile app users according to different contextual conditions, in order to attract and retain users in a more cost-effective manner.
如何让用户爱上一款移动应用:感知价值与(品牌)喜爱的中介分析
本研究旨在通过应用(app)品牌自我相关情绪和自我相关来检验移动应用感知价值与(品牌)对移动应用的喜爱之间的间接关系。本研究进一步从动态和长期的角度考察了用户应用关系持续时间在手机应用品牌爱形成过程中的调节作用。设计/方法/方法建立了一个多重调节中介模型,并以396名中国流行的移动教育应用程序用户为样本进行了实证检验。研究结果表明,功利价值通过增加积极的自我关联情绪,与手机应用的品牌喜爱表现出积极的间接关系。手机应用的所有三种感知价值(功利、享乐和社交)都通过自我关联对应用品牌喜爱产生积极影响。这三种感知价值通过自我相关和自我相关情绪与品牌喜爱呈序列关联。此外,还发现了用户-应用关系持续时间的调节作用的实证证据。原创性/价值本研究通过在一个整合模型中同时测试机制,探讨了应用品牌爱吸引用户与应用建立持久关系的原因,并扩展了应用品牌爱在诱导强烈和积极的品牌自我联系中的构建过程。我们的研究还提供了一些实际的见解,即根据不同的环境条件向手机应用用户提供最期望的好处,从而以更经济有效的方式吸引和留住用户。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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