Impact of perceived interactivity and perceived value on mobile app stickiness : an emerging economy perspective

Purpose: The purpose of this paper is to ascertain the determinants of mobile app stickiness (MASS) in emerging economies. Design/methodology/approach: The study proposes a research model about how perceived interactivity (PI), perceived value, flow and self-efficacy influence MASS. The proposed model is then assessed in partial least square structural equation modeling using a survey sample of 587 mobile app users in India. Follow-up in-depth interviews are conducted to corroborate with statistical findings. Findings: PI does not exert a significant direct influence on MASS. Rather, it is through perceived hedonic and utilitarian values and flow, which magnifies MASS. Also, mobile app users in emerging economies perceive an app to be interactive based on the app’s higher degrees of connectedness, non-verbal information and responsiveness, and not so much as reciprocity and control. Research limitations/implications: Besides the demographic and geographic limitations of the sample, the study emphasizes only the positive cursors of MASS, such as value and loyalty benefits. It presents a future scope to empirically examine stickiness using negative cursors, such as identity theft, stress and health issues. Practical implications: The study serves as a potential landscape for mobile app developers, consultants and service providers to identify unique daily-life requirements for mobile apps in emerging economies. Social implications: The study creates a case for the mobile-commerce industry to consider socio-economic and socio-environmental factors while developing mobile apps for emerging economies. Originality/value: Given the recent growth of mobile devices, services and broadband connectivity in emerging economies, this study provides a new perspective about different factors leading to MASS.