Antecedents of apps channel selection: A research proposal

Apps on mobile devices like smartphones have become the core of the digital life of consumers. Apps are used for shopping or communicating in social networks and are gaining more and more attention in enterprises as an enabler for agile process optimization. The increase in the number of mobile Apps has greatly contributed to social capital and e-commerce worldwide. However, there is a lack of evidence in examining the impact of privacy, fulfillment, perceived Apps channel service quality and relative benefits of Apps channel selection. Hence, this chapter aims to propose a research proposal in the determinants and the factors influencing App channel selection. It is essential to build an understanding of concepts of social enterprise regarding the Apps marketing and to design an empirical based research to cultivate an understanding in terms of the perceptions and practices of Apps enterprises within the context of marketing. The significance of this research is to provide undergraduate researcher a guideline in proposing a research and forming strategic marketing and tactical decision-making when defining the roles of Apps channel.