Customer Engagement Behavioral Intention Towards Mobile Applications: Mobile Navigations as An Example

Yıl 2020, Cilt: 35 Sayı: 3, 573 - 592, 30.09.2020

Nilşah Cavdar Aksoy , Ebru Tümer Kabadayı , Alev Kocak Alan , Coşkun Ermehan

https://doi.org/10.24988/ije.202035310

Öz

Mobile applications, an essential representative of the digital world, are the tools that customers use to receive services in different areas online. One of the applications revealed by these areas is mobile navigation applications. In this study, research was conducted on mobile navigation applications. This study aims to examine customer engagement behavioral intention in the context of mobile navigation applications through mobile application quality, psychological engagement and perceived benefits. In the study, the online survey method was used, and 403 questionnaires were gathered and tested through structural equation modeling. Based on the research findings, information quality and system quality affect psychological engagement positively. Psychological engagement has a positive effect on learning benefit, hedonic benefit, personal integrative benefit, social integrative benefit, and customer engagement behavioral intention. Besides, only social integrative benefit among perceived benefits positively affects customer engagement behavioral intention. As a result of the findings, research limitations and suggestions for marketing researchers and practitioners were presented

Anahtar Kelimeler

Customer engagement behavioral intention, mobile application quality, perceived benefits, psychological engagement

Müşterilerin Mobil Uygulamalara Yönelik İlgin Davranma Niyeti: Navigasyon Uygulamaları Örneği

Öz

Dijital dünyanın önemli bir temsilcisi olan mobil uygulamalar, müşterilerin çevrimiçi ortamda farklı alanlarda hizmet almak için kullandığı araçlardandır. Bu alanların açığa çıkardığı uygulamalardan biri mobil navigasyon uygulamalarıdır. Bu çalışmada, mobil navigasyon uygulamaları üzerine bir araştırma yürütülmüştür. Çalışmanın amacı, mobil uygulama kullanıcılarının ilgin davranma niyetlerini kalite, psikolojik ilginlik ve algılanan faydaların etkileri aracılığıyla navigasyon uygulamaları bağlamında incelemektir. Çalışmada çevrimiçi anket yöntemi kullanılmış ve elde edilen 403 anket yapısal eşitlik modeli aracılığıyla test edilmiştir. Araştırma bulgularına göre, kalite boyutlarından bilgi kalitesi ve sistem kalitesi psikolojik ilginliği pozitif yönde etkilemektedir. Psikolojik ilginlik mobil uygulamaların bilgi, hedonik, sosyal bütünleştirici ve kişisel bütünleştirici faydalarının her birini ve müşterilerin ilgin davranma niyetini pozitif yönde etkilemektedir. Algılanan faydalardan yalnızca sosyal bütünleştirici fayda müşterilerin ilgin davranma niyetini pozitif yönde etkilemektedir. Bulgular neticesinde araştırma kısıtları ve pazarlama araştırmacıları ve uygulayıcıları için öneriler sunulmuştur.

Anahtar Kelimeler

Müşterilerin ilgin davranma niyeti, mobil uygulama kalitesi, algılanan faydalar, psikolojik ilginlik

Kaynakça

• ALNAWAS, I., ABURUB, F. (2016). The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and Consumer Services, 31, 313–322.
• ANDERSON, J., GERBING. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411–423.
• APPLETON, J. J., CHRISTENSON, S. L., KIM, D., RESCHLY, A. L. (2006). Measuring cognitive and psychological engagement: Validation of the Student Engagement Instrument. Journal of School Psychology, 44(5), 427–445.
• BAGOZZI, R. P., Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
• BELLMAN, S., POTTER, R. F., TRELEAVEN-HASSARD, S., ROBINSON, J. A., VARAN, D. (2011). The Effectiveness of Branded Mobile Phone Apps. Journal of Interactive Marketing, 25(4), 191–200.
• BIJMOLT, T. H. A., LEEFLANG, P. S. H., Block, F., EISENBEISS, M., HARDIE, B. G. S., LEMMENS, A., SAFFERT, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341–356.
• BRODIE, R. J., HOLLEBEEK, L. D., JURIĆ, B., ILIĆ, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
• BUSALIM, A. H., HUSSIN, A. R. C., IAHAD, N. A. (2019). Factors influencing customer engagement in social commerce websites: A systematic literature review. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 1–14.
• CHENG, H. H., HUANG, S. W. (2013). Exploring antecedents and consequence of online group-buying intention: An extended perspective on theory of planned behavior. International Journal of Information Management, 33(1), 185–198.
• CHEUNG, C., LEE, M., JIN, X. (2011). Customer engagement in an online social platform: A conceptual model and scale development. Thirty Second International Conference on Information Systems, Shanghai.
• CHEUNG, C. M. K., SHEN, X. L., LEE, Z. W. Y., CHAN, T. K. H. (2015). Promoting sales of online games through customer engagement. Electronic Commerce Research and Applications, 14(4), 241–250.
• CHIANG, C. T., WEI, C. F., PARKER, K. R., DAVEY, B. (2017). Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model. Journal of Marketing Management, 33(17–18), 1443–1464.
• CLAFFEY, E., BRADY, M. (2017). Examining consumers’ motivations to engage in firm-hosted virtual communities. Psychology and Marketing, 34(4), 356–375.
• CLEMENT, J. (2018). Annual number of mobile app downloads worldwide 2022 | Statista. Retrieved July 13, 2019, https://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/
• CORBITT, B. J., THANASANKIT, T., Yi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203–215.
• DOVALIENĖ, A., PILIGRIMIENĖ, Ž., MASIULYTĖ, A. (2016). Factors influencing customer engagement in mobile applications. Engineering Economics, 27(2), 205–212.
• ELISE, C., DONTHU, N., MACELROY, W. H., WYDRA, D. (2011). How to Foster and Sustain Engagement in Virtual Communities Constance. University of California Press, 53(4), 293–293.
• EROĞLU, S. A., MACHLEIT, K. A., DAVIS, L. M. (2003). Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses. Psychology and Marketing. 20(2), 139–150.
• FANG, J., ZHAO, Z., WEN, C., WANG, R. (2017). Design and performance attributes driving mobile travel application engagement. International Journal of Information Management, 37(4), 269–283.
• FANG, Y.-H. (2016). Beyond the Usefulness of Branded Applications: Insights from Consumer–Brand Engagement and Self-construal Perspectives. Psychology and Marketing, 25, 756–768.
• FORNELL, C. LARCKER, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18(1), 39–50.
• GEGEZ, E. (2015). Pazarlama Araştırmaları. İstanbul, Türkiye, Beta Yayınları.
• Google and Ipsos (2015). Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps. https://think.storage.googleapis.com/docs/mobile-app-marketing-insights.pdf
• GROEGER, L., MOROKO, L., HOLLEBEEK, L. D. (2016). Capturing value from non-paying consumers’ engagement behaviors: field evidence and development of a theoretical model. Journal of Strategic Marketing, 24(3–4), 190–209.
• HAIR, J. F., BLACK, W. C., BABIN, B. J., ANDERSON, R. E., TATHAM, R. L. (2006) Multivariate data analysis. New Jersey, United States, Pearson Prentice Hall.
• HOCHBERG, J. (1956). Perception: toward the recovery of a definition. Psychological Review, 63(6), 400–405.
• HOLLEBEEK, L. D., MACKY, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27–41.
• HU, L. T., BENTLER, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424–453.
• HU, L. T., BENTLER, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.
• HUTTON, G., RODNICK, S. (2009). Smartphone opens up new opportunities for smart marketing. Admap, 44(11), 22–24.
• ISLAM, J., RAHMAN, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96–109.
• KARAGÖZ, D. (2018). Destinasyon Uzantılarının Turistlerin Duygusal Tepkileri ve Davranışsal Niyetleri ile İlişkisi. Journal of Tourism and Gastronomy Studies, 6(3), 171–194.
• KATZ, E., BLUMLER, J. G., GUREVITCH, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509–523.
• KATZ, E., J. G. BLUMLER. 1974. The Uses of Mass Communications: Current Perspectives on Gratifications Research. Beverly Hills, CA, Sage.
• KHAN, I., HOLLEBEEK, L. D., FATMA, M., ISLAM, J. U., RAHMAN, Z. (2019). Brand engagement and experience in online services. Journal of Services Marketing. 34 (2), 163–175.
• KIM, E., LIN, J.-S., SUNG, Y. (2013a). To App or Not to App: Engaging Consumers via Branded Mobile Apps. Journal of Interactive Advertising, 13(1), 53–65.
• KIM, Y. H., KIM, D. J., WACHTER, K. (2013b). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56(1), 361–370.
• KIRCABURUN, K., GRIFFITHS, M. D. (2018). Instagram addiction and the Big Five of personality: The mediating role of self-liking. Journal of Behavioral Addictions, 7(1), 158–170.
• KITCHENHAM, B., PFLEEGER, S. (2002). Principles of Survey Research Part 5: Populations and Samples. ACM SIGSOFT Software Engineering Notes, 27(5), 17–20.
• KUMAR, V., PANSARI, A. (2016). Competitive Advantage Through Engagement. Journal of Marketing Research, 53(4), 497–514.
• LANGVINIENE, N., ZEMBLYTE, J., SLIZIENE, G. (2016). What influences buying leisure services coupons on online group buying? Engineering Economics, 27(3), 345–356.
• LEE, T., JUN, J. (2005). Contextual perceived usefulness? Toward an understanding of mobile commerce acceptance. Fourth Annual International Conference on Mobile Business, Sydney.
• LI, L. P., JURIC, B., BRODIE, R. J. (2017). Dynamic multi-actor engagement in networks: the case of United Breaks Guitars. Journal of Service Theory and Practice, 27(4), 738–760.
• LIU, L., LEE, M. K. O., LIU, R., CHEN, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41(28), 1–13.
• MALTHOUSE, E. C., HAENLEIN, M., SKIERA, B., WEGE, E., ZHANG, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280.
• MCLEAN, G. (2018). Examining the determinants and outcomes of mobile app engagement - A longitudinal perspective. Computers in Human Behavior, 84, 392–403.
• MEEKER, M. (2018). Internet Trends Report 2018 | Kleiner Perkins. Retrieved July 13, 2019, https://www.kleinerperkins.com/perspectives/internet-trends-report-2018/
• MEHRABIAN, A., RUSSELL, J. A. (1974). An Approach to Environmental Psychology. Cambridge, United States, The MIT Press.
• MOLLEN, A., WILSON, H. (2009). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research. 63(9-10), 919–925.
• NAMBISAN, S., BARON, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42–62.
• NAMBISAN, S., BARON, R. A. (2009). Virtual Customer Environments: Testing a Model of Voluntary Participation. Product Innovation Management, 5(1), 60–64.
• NUNALLY, J. (1978) Psychometric theory. New York, United States, McGraw-Hill.
• PANSARI, A., KUMAR, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311.
• PATTERSON, P., YU, T., De RUYTER, K. (2006). Understanding customer engagement in services. Advancing Theory, Maintaining Relevance, Proceedings of ANZMAC 2006 Conference, Brisbane.
• PETERS, T., IŞIK, Ö., TONA, O., POPOVIČ, A. (2016). How system quality influences mobile BI use: The mediating role of engagement. International Journal of Information Management, 36(5), 773–783.
• PREBENSEN, N. K., WOO, E., CHEN, J. S., UYSAL, M. (2012). Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience. Journal of Travel Research, 52(2), 253–264.
• RABBANEE, F. K., ROY, R., SPENCE, M. T. (2020). Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency. European Journal of Marketing. 54 (6), 1407–1431.
• RICH, B. L., LEPINE, J. A., CRAWFORD, E. R. (2010). Job engagement: Antecedents and effects on job performance. Academy of Management Journal, 53(3), 617–635.
• RYAN, D., JONES, C. (2009). Understanding Dijital Marketing Marketing Strategies for engaging the digital generation. London and Philedelphia, Kogan Page Limited.
• SALAMEH, A. A., HASSAN, S. Bin. (2015). Measuring Service Quality in M-commerce Context : A Conceptual Model. International Journal of Scientific and Reseach Publications, 5(3), 1–9.
• SASHI, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272.
• SILALAHI, S. L. B., HANDAYANI, P. W., MUNAJAT, Q. (2017). Service Quality Analysis for Online Transportation Services: Case Study of GO-JEK. Procedia Computer Science, 124, 487–495.
• STRÖM, R., VENDEL, M., BREDICAN, J. (2014). Mobile marketing: A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), 1001–1012.
• SULTAN, A. J. (2014). Addiction to mobile text messaging applications is nothing to “lol” about. The Social Science Journal, 51(1), 57–69.
• TARUTE, A., NIKOU, S., GATAUTIS, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics, 34(4), 145–156.
• TONTERI, L., KOSONEN, M., ELLONEN, H. K., TARKIAINEN, A. (2011). Antecedents of an experienced sense of virtual community. Computers in Human Behavior, 27(6), 2215–2223.
• Van DOORN, J., LEMON, K. N., Mittal, V., Nass, S., Pick, D., PIRNER, P., VERHOEF, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266.
• VERHAGEN, T., SWEN, E., Feldberg, F., MERIKIVI, J. (2015). Benefitting from virtual customer environments: An empirical study of customer engagement. Computers in Human Behavior, 48, 340–357.
• VISWANATHAN, V., HOLLEBEEK, L. D., MALTHOUSE, E. C., MASLOWSKA, E., Jung Kim, S., Xie, W. (2017). The Dynamics of Consumer Engagement with Mobile Technologies. Service Science, 9(1), 36–49.
• VIVEK, S. D., Beatty, S. E., DALELA, V., MORGAN, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401–420.
• WANG, L. C., BAKER, J., WAGNER, J. A., WAKEFIELD, K. (2007). Can a retail web site be social?. Journal of Marketing, 71(3), 143–157.
• WANG, R. J. H., MALTHOUSE, E. C., KRISHNAMURTHI, L. (2015). On the Go: How Mobile Shopping Affects Customer Purchase Behavior. Journal of Retailing. 91(2), 217–234.
• WANG, Y., FIONA, S., SENIOR, C., YANG, Z. (2013). Customers’ Perceived Benefits of Interacting in a Virtual Brand Community in China. Journal of Electronic Commerce Research, 14(1), 49–66.
• WERTS, C. E., LINN, R. L., JÖRESKOG, K. G. (1974). Intraclass Reliability Estimates: Testing Structural Assumptions. Educational and Psychological Measurement, 34(1), 25–33.
• WESTLAND, J. (2010). Lower bounds on sample size in structural equation modeling. Electronic Commerce Research and Applications, 9(6), 476–487.
• ZEITHAML, V., BERRY, L., PARASURAMAN, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46.
• ZHANG, T. (Christina), Lu, C., KIZILDAG, M. (2017). Engaging Generation Y to Co-Create Through Mobile Technology. International Journal of Electronic Commerce, 21(4), 489–516