Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Motivators To Mobile App Engagement: A Multi-Dimensional Perspective

Author(s): Siva Kumar VN, Rao V and Krishna V

The study adopts a multidimensional perspective to the mobile app engagement process and attempts to investigate the role of varying user motivations and app characteristics on this process. An online survey questionnaire was floated to collect data from 303 frequent app users. The findings revealed that the mobile app characteristics of convenience and perceived security, along with the utilitarian, hedonic and social motives, induce users to engage with the app psychologically. This was found to result further in the behavioural engagement towards the intention to use the app. This study attempts to provide a holistic preview of the mobile app engagement phenomenon and contributes to the existing body of knowledge. This is one of the few studies which conceptualize mobile app engagement as a multi-dimensional phenomenon and draws a clear distinction between various media characteristics, user motivations as well as different stages in the engagement process.

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