Mobile app engagement as a motivational experience

Detalhes bibliográficos
Autor(a) principal: Sanchez, Giulia Alves
Data de Publicação: 2022
Outros Autores: Silva, Rosângela Sarmento, Gonçalves, Lourdes Leite Cruz, Segundo, Jairo Andson de Oliveira
Tipo de documento: Artigo
Idioma: por
Título da fonte: Research, Society and Development
Texto Completo: https://rsdjournal.org/index.php/rsd/article/view/30585
Resumo: The general objective of the research was to identify the influence of convenience/time, interactivity, compatibility, effort/expectation, on mobile app engagement, as well as whether mobile app engagement influences with private label connections mediated by relationship/commitment based on in the structural model of Kim and Baek. In order to do that, a survey was developed using structural equation modeling based on PLS. The questionnaire was applied to 566 consumers in the northeast region of Brazil. As a result, it was found that the constructs of hypotheses H1 to H4 positively influence mobile application engagement. The findings also showed that the H5 is confirmed, which means the engagement of mobile applications has an indirect effect on the relationship commitment, such as the H6 hypothesis, which asserts that the engagement of mobile applications has an indirect effect on the connections of own brand. Finally, hypothesis H7 is also confirmed by inferring that relationship commitment is positively linked to private label connections and is mediated by mobile app engagement.
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spelling Mobile app engagement as a motivational experienceCompromiso de aplicaciones móviles como una experiencia motivacionalEngajamento de aplicativos móveis como uma experiência motivacionalCompromiso de aplicaciones móvilesExperiencia motivacional en aplicaciones móvilesMobile marketing.Mobile app engagementMotivational experience at mobile appMobile marketing.Engajamento de aplicativos móveisExperiência motivacional em aplicativos móveisMobile marketing.The general objective of the research was to identify the influence of convenience/time, interactivity, compatibility, effort/expectation, on mobile app engagement, as well as whether mobile app engagement influences with private label connections mediated by relationship/commitment based on in the structural model of Kim and Baek. In order to do that, a survey was developed using structural equation modeling based on PLS. The questionnaire was applied to 566 consumers in the northeast region of Brazil. As a result, it was found that the constructs of hypotheses H1 to H4 positively influence mobile application engagement. The findings also showed that the H5 is confirmed, which means the engagement of mobile applications has an indirect effect on the relationship commitment, such as the H6 hypothesis, which asserts that the engagement of mobile applications has an indirect effect on the connections of own brand. Finally, hypothesis H7 is also confirmed by inferring that relationship commitment is positively linked to private label connections and is mediated by mobile app engagement.El objetivo general de la encuesta fue identificar la influencia de la conveniencia/tiempo, interactividad, compatibilidad, esfuerzo/expectativa, el compromiso de la aplicación móvil, así también, el compromiso de la aplicación móvil en cómo influencia en las conexiones de marca propia intermediada por el relacionamiento/comprometimiento con base en el modelo estructural de Kim e Back. Para tanto, se desarrolló una survey a través del modelo de ecuaciones estructurales basado en PLS. La encuesta fue aplicada a 566 consumidores en la región nordeste del Brasil. Como resultado, se verificó que los conceptos de las hipótesis H1 y H4 influencian positivamente en el empeño de la aplicación móvil. Los hallazgos demostraron también que la H5 es confirmada, o sea, el compromiso de aplicativos para dispositivos móviles tiene efecto indirecto con el comprometimiento del relacionamiento, así como la hipótesis H6, que asevera que el compromiso de aplicativos para dispositivos móviles tiene efecto indirecto en las conexiones de marca propia. Finalmente, la hipótesis H7 también se confirma al deducir que el comprometimiento del relacionamiento se vincula positivamente a las conexiones de marca propia y está mediada por el compromiso de la aplicación móvil.O objetivo geral da pesquisa foi identificar a influência da conveniência/tempo, interatividade, compatibilidade, esforço/expectativa no engajamento do aplicativo móvel, bem como se o engajamento do aplicativo móvel influencia com as conexões de marca própria mediada pelo relacionamento/comprometimento com base no modelo estrutural de Kim e Baek. Para isso, desenvolveu-se uma survey por meio da modelagem de equações estruturais baseada em PLS. O questionário foi aplicado com 566 consumidores na região nordeste do Brasil. Como resultado, verificou-se que os construtos das hipóteses H1 a H4 influenciam positivamente no engajamento do aplicativo móvel. Os achados demonstraram também que a H5 é confirmada, ou seja, o engajamento de aplicativos para dispositivos móveis tem efeito indireto com comprometimento do relacionamento, tal qual a hipótese H6 que assevera que o engajamento de aplicativos para dispositivos móveis tem efeito indireto com as conexões de marca própria. Por fim, a hipótese H7 também é confirmada ao inferir que o comprometimento do relacionamento se vincula positivamente com as conexões de marca própria e é mediada pelo engajamento do aplicativo móvel.Research, Society and Development2022-06-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://rsdjournal.org/index.php/rsd/article/view/3058510.33448/rsd-v11i8.30585Research, Society and Development; Vol. 11 No. 8; e1711830585Research, Society and Development; Vol. 11 Núm. 8; e1711830585Research, Society and Development; v. 11 n. 8; e17118305852525-3409reponame:Research, Society and Developmentinstname:Universidade Federal de Itajubá (UNIFEI)instacron:UNIFEIporhttps://rsdjournal.org/index.php/rsd/article/view/30585/26227Copyright (c) 2022 Giulia Alves Sanchez; Rosângela Sarmento Silva; Lourdes Leite Cruz Gonçalves; Jairo Andson de Oliveira Segundohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessSanchez, Giulia Alves Silva, Rosângela Sarmento Gonçalves, Lourdes Leite CruzSegundo, Jairo Andson de Oliveira 2022-07-01T13:34:06Zoai:ojs.pkp.sfu.ca:article/30585Revistahttps://rsdjournal.org/index.php/rsd/indexPUBhttps://rsdjournal.org/index.php/rsd/oairsd.articles@gmail.com2525-34092525-3409opendoar:2024-01-17T09:47:17.396058Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)false
dc.title.none.fl_str_mv Mobile app engagement as a motivational experience
Compromiso de aplicaciones móviles como una experiencia motivacional
Engajamento de aplicativos móveis como uma experiência motivacional
title Mobile app engagement as a motivational experience
spellingShingle Mobile app engagement as a motivational experience
Sanchez, Giulia Alves
Compromiso de aplicaciones móviles
Experiencia motivacional en aplicaciones móviles
Mobile marketing.
Mobile app engagement
Motivational experience at mobile app
Mobile marketing.
Engajamento de aplicativos móveis
Experiência motivacional em aplicativos móveis
Mobile marketing.
title_short Mobile app engagement as a motivational experience
title_full Mobile app engagement as a motivational experience
title_fullStr Mobile app engagement as a motivational experience
title_full_unstemmed Mobile app engagement as a motivational experience
title_sort Mobile app engagement as a motivational experience
author Sanchez, Giulia Alves
author_facet Sanchez, Giulia Alves
Silva, Rosângela Sarmento
Gonçalves, Lourdes Leite Cruz
Segundo, Jairo Andson de Oliveira
author_role author
author2 Silva, Rosângela Sarmento
Gonçalves, Lourdes Leite Cruz
Segundo, Jairo Andson de Oliveira
author2_role author
author
author
dc.contributor.author.fl_str_mv Sanchez, Giulia Alves
Silva, Rosângela Sarmento
Gonçalves, Lourdes Leite Cruz
Segundo, Jairo Andson de Oliveira
dc.subject.por.fl_str_mv Compromiso de aplicaciones móviles
Experiencia motivacional en aplicaciones móviles
Mobile marketing.
Mobile app engagement
Motivational experience at mobile app
Mobile marketing.
Engajamento de aplicativos móveis
Experiência motivacional em aplicativos móveis
Mobile marketing.
topic Compromiso de aplicaciones móviles
Experiencia motivacional en aplicaciones móviles
Mobile marketing.
Mobile app engagement
Motivational experience at mobile app
Mobile marketing.
Engajamento de aplicativos móveis
Experiência motivacional em aplicativos móveis
Mobile marketing.
description The general objective of the research was to identify the influence of convenience/time, interactivity, compatibility, effort/expectation, on mobile app engagement, as well as whether mobile app engagement influences with private label connections mediated by relationship/commitment based on in the structural model of Kim and Baek. In order to do that, a survey was developed using structural equation modeling based on PLS. The questionnaire was applied to 566 consumers in the northeast region of Brazil. As a result, it was found that the constructs of hypotheses H1 to H4 positively influence mobile application engagement. The findings also showed that the H5 is confirmed, which means the engagement of mobile applications has an indirect effect on the relationship commitment, such as the H6 hypothesis, which asserts that the engagement of mobile applications has an indirect effect on the connections of own brand. Finally, hypothesis H7 is also confirmed by inferring that relationship commitment is positively linked to private label connections and is mediated by mobile app engagement.
publishDate 2022
dc.date.none.fl_str_mv 2022-06-06
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rsdjournal.org/index.php/rsd/article/view/30585
10.33448/rsd-v11i8.30585
url https://rsdjournal.org/index.php/rsd/article/view/30585
identifier_str_mv 10.33448/rsd-v11i8.30585
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://rsdjournal.org/index.php/rsd/article/view/30585/26227
dc.rights.driver.fl_str_mv https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Research, Society and Development
publisher.none.fl_str_mv Research, Society and Development
dc.source.none.fl_str_mv Research, Society and Development; Vol. 11 No. 8; e1711830585
Research, Society and Development; Vol. 11 Núm. 8; e1711830585
Research, Society and Development; v. 11 n. 8; e1711830585
2525-3409
reponame:Research, Society and Development
instname:Universidade Federal de Itajubá (UNIFEI)
instacron:UNIFEI
instname_str Universidade Federal de Itajubá (UNIFEI)
instacron_str UNIFEI
institution UNIFEI
reponame_str Research, Society and Development
collection Research, Society and Development
repository.name.fl_str_mv Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)
repository.mail.fl_str_mv rsd.articles@gmail.com
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