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Investigating the Incentives of Continuance Usage Intention in Super-apps: The Mediating Role of Satisfaction and Customer Engagement

Salehi Morattab, Saeed | 2021

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 54586 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Miremadi, Iman; Ghafoori, Mohammad Hossein
  7. Abstract:
  8. Super app is known as a software that provides the users with a variety of services in the form of a whole platform. Only a few studies have been done into the field of super apps. Although previous studies have made observations regarding the effect of motives on the customers` satisfaction, the effect of use intention on the customers` engagement has been negligibly looked into. The present research focuses on the effect of different use intentions (Hedonic, Utilitarian and social benefits) on the super app users` purpose by taking the customers` satisfaction and engagement into account. This study is different from the previous ones as the motives` effect has not been examined simultaneously on both customer`s satisfaction and engagement. PLS-SEM has been used to fit the purpose and method of this study. By conducting an online survey on the users of Rubika super app, this study illustrates that quality is effective through satisfaction, social benefit through the customer`s engagement, hedonic benefit, and the diversity of services are significant through both satisfaction and also the customer`s engagement with the continuance usage intention of the super app users. The implications of this study may further help the CEOs and the management of super apps to make more informed decisions while planning their resources
  9. Keywords:
  10. Satisfaction ; Customer Engagement ; Motivational Factor ; Continuance Usage Intention ; Super Application Software

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