Branded App Usability: Conceptualization, Measurement, and Prediction of Consumer Loyalty. Issue 1 (2nd January 2018)

• Record Type: Journal Article
• Authors: Baek, Tae Hyun; Yoo, Chan Yun
• Is Part Of: Journal of advertising. Volume 47:Issue 1(2018)
• Page Start: 70
• Page End: 82
• Publication Date: 2018-01-02
• Subjects: Advertising -- Periodicals; Advertising -- Research -- Periodicals; 659.105
• DOI: 10.1080/00913367.2017.1405755
• Languages: English
• ISSNs: 0091-3367

Abstract

Abstract : Despite the importance of usability assessment, few studies have taken a consumer-centric approach to conceptualize and measure the underlying dimensions of branded app usability. Addressing this gap in the literature, we developed and validated a holistic measure of branded app usability based on consumer evaluations rather than the various technical issues previously addressed in mobile marketing studies. The results indicate that branded app usability, as a multidimensional construct, consists of 13 items in five factors: user-friendliness, personalization, speed, fun, and omnipresence. Theoretical and practical implications for measuring branded app usability are discussed.