Modeling Loyalty Intention and Word-of-Mouth Behavior towards Fast Moving Technology Products (FMTP)

Fast moving technology products (FMTP), for instance mobile applications, have been characterized as a category which has a high churning rate. This makes customer loyalty one of the major concerns for FMTP marketers. The current study develops and validates an integrated model of loyalty intentions and word-of-mouth (WOM) behavior towards FMTPs using the theories of TAM, planned behavior, social diffusion and satisfaction–loyalty links. The models have been tested in two datasets. Android-based mobile applications (apps) have been used as a sample product from the FMTP category. While SEM has been used to build the structural model of loyalty intention using a survey dataset, 3SLS analysis has been performed on a dataset of consumers' actions obtained from web-scrapping to model loyalty behavior in terms of WOM. The results suggest the comparative importance of various design and marketing aspects of an app that impacts consumer loyalty intentions and WOM behavior.