بررسی پیش آگهی ها و پیامدهای مشارکت برنامه موبایل

Understanding how and why consumers engage with mobile apps is critical to the success of ubiquitous mobile marketing. This study proposed and tested a structural model to investigate the antecedents and consequences of mobile app engagement. Results show that time convenience, interactivity, and compatibility positively influenced mobile app engagement, in turn leading to strong relationship commitment and self-brand connections. Furthermore, informational and experiential mobile apps moderated the effects of time convenience, interactivity, and compatibility on mobile app engagement. Theoretical and practical implications for effective app engagement strategies are discussed.