Why do users resist service organization's brand mobile apps? The force of barriers versus cross-channel synergy. (August 2019) - Chen, Qian
Highlights: We present a research model for active resistance of organizations' brand apps. We examine the factors affect three behaviors of resistance: postponement, opposition, and rejection. We examine how customers' barriers and knowledge of alternatives quality affect three behaviors of resistance. We examine the moderating effect of satisfaction with off-line service channel. The antecedences of three behaviors of resistance are different. Abstract: Service organizations increasingly develop brand apps (mobile applications) to expand service channels to the mobile end. Attracting their customers to install the brand app is critical. But there is widespread resistance to brand apps. This resistance can be classified as postponement, opposition and rejection. This study explores consumers' active resistance of brand app in service organization. We examine the effects of adoption barriers and knowledge of alternatives quality on the three resistance behaviors and moderating effects of satisfaction with off-line service. The results show three resistance behaviors are affected by different reasons, and cross-channel synergy exists. Our study extends the theoretical understanding of the antecedents of and cross-channel influences on resistance to brand apps, with practical implications that managers should adopt different strategies for postponers, opponents and rejecters.