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What We Know and Do Not Know About Mobile App Usage and Stickiness: A Research Agenda

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  • Christopher P. Furner

    (Department of Management Information Systems, East Carolina University, Greenville, NC, USA)

  • Pradeep Racherla

    (Woxsen School of Business, Jubilee Hills, India)

  • Jeffrey S. Babb

    (West Texas A&M University, Canyon, TX, USA)

Abstract

Mobile applications (apps) have transformed the way firms and consumers communicate with each other, and have now become integral to firms' marketing strategies. However, in a marketplace characterized by myriad choices, one of the biggest challenges that Marketers face is to foster continued and frequent use, or stickiness. This brings forth two important questions: what factors affect consumers' decision to use and “stick” to apps? What are the key outcomes of stickiness for both consumers and firms? This study maps the conceptual and research issues underlying consumers' decision journey and outcomes with respect to mobile app use. We build a framework based on the central tenets of interactivity combined with the insights gleaned from a survey of interdisciplinary literature. We discuss the implications for research and practice in this emerging area of interest.

Suggested Citation

  • Christopher P. Furner & Pradeep Racherla & Jeffrey S. Babb, 2015. "What We Know and Do Not Know About Mobile App Usage and Stickiness: A Research Agenda," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 7(3), pages 48-69, July.
    • Handle: RePEc:igg:jesma0:v:7:y:2015:i:3:p:48-69
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    Cited by:

    1. Trang P. Tran & Christopher P. Furner & Ilia Gugenishvili, 2022. "The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 14(1), pages 1-19, January.
    2. Christopher P. Furner & Robert A. Zinko, 2017. "The influence of information overload on the development of trust and purchase intention based on online product reviews in a mobile vs. web environment: an empirical investigation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(3), pages 211-224, August.

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