Comprehending Technology Attachment In The Case Of Smart Phone-Applications: An Empirical Study

Comprehending Technology Attachment In The Case Of Smart Phone-Applications: An Empirical Study

Souvik Roy (IBS, Hyderabad, India), Abhilash Ponnam (IBS, Hyderabad, India) and Santanu Mandal (IBS, Hyderabad, India)
Copyright: © 2017 |Pages: 21
DOI: 10.4018/JECO.2017010102
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Abstract

The purpose of this paper is to comprehend the causes and outcomes of smart phone application retention. To address this question, the authors propose a construct called app attachment and establish antecedents and consequences of the same. This study conceptualizes attachment with smart phone application as app attachment from a brand attachment perspective. Accordingly, app attachment is viewed as a two-dimensional construct composing of two measurement constructs namely app-self connection and app-prominence. Based on insights from information technology literature and marketing perspectives, antecedents, and consequents of app attachment are identified. Structural equation modeling was used for confirming the relationship of app attachment with proposed antecedents and consequences. On the managerial front, this paper explicates various strategies that a manager should adopt to improve app retention amongst its targeted users.
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The future of mobile means a more intricately connected ecosystem of applications. The “walled greens” will be torn down and roads and bridges between apps will be constructed. The relationships between the apps that a user has installed on their phone will become exponentially more important, to both the consumer and the business themselves. – Nate Smith (URX.com)

End users not technologies shape the market. Consequently, marketers need to stay abreast not only of technological developments but also of the way people respond to them. –Matt Haig (Author of “Mobile Marketing-The Message Revolution”)

3. Literature Gaps In Information Technology

There are only a few models available currently in Information Systems literature that have addressed the issues surrounding retention or continued use of technology (Lee & Kwon, 2011; Li, 2014). These models conceived continued patronage (retention) of a particular technology as Information Technology (IT) attachment and they have explicated on technology features which the software applications should posses that enables continued patronage of technology.

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