University of Worcester Worcester Research and Publications

Modelling services continuance intention: evidence from apps stores

Ng, S. L., Rezaei, Sajad ORCID:, Valaei, N. and Iranmanesh, M. ORCID: (2022) Modelling services continuance intention: evidence from apps stores. Asia-Pacific Journal of Business Administration. ISSN 1757-4323

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The objective of this study is to examine the drivers of retail apps satisfaction and continuance intention. An integrative theoretical framework was developed based on the IS success model, E-S-QUAL and expectancy and disconfirmation model to explain retail apps users’ satisfaction and continuance intention.

A total of 359 useable data were collected from the targeted Malaysian respondents who had experience in using retail apps services. Data were analysed using the partial least squares technique.

The results indicate that system quality and e-service quality positively influence retail apps usage satisfaction and have positive direct and indirect effects through satisfaction on continuance intention. The price level has a negative effect on retail apps usage satisfaction. Even though price level has no direct effect on continuance intention to use retail apps, it has an indirect effect on continuance intention through satisfaction.

Although the success of a marketing channel mainly depends on its continuance usage rather than first-time usage, few studies have paid attention to retail apps services. This study contributes to the advancement of knowledge on retail apps by explaining the roles of system quality, e-service quality and price level on retail apps satisfaction and continuance intention. Interestingly, the findings of multi-group analysis imply that female Gen Y app users are more satisfied than males while such differences do not impact their continuance intention to use the retail apps. The findings also suggested that frequency of using apps has no relevance to retail apps user satisfaction, but highly relevant to their continuance intention to use retail Apps services.

Item Type: Article
Additional Information:

This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact

Uncontrolled Discrete Keywords: Retail apps services, E-Service quality, System quality, Apps usage satisfaction, Apps continuance intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Copyright Info: © 2022, Emerald Publishing Limited
Depositing User: Sajad Rezaei
Date Deposited: 21 Oct 2022 16:04
Last Modified: 01 Nov 2022 09:30

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