Download - Retailing Mobile App Usefulness
DOI: 10.4018/IJESMA.2018100101
International Journal of E-Services and Mobile ApplicationsVolume 10 • Issue 4 • October-December 2018
Copyright©2018,IGIGlobal.CopyingordistributinginprintorelectronicformswithoutwrittenpermissionofIGIGlobalisprohibited.
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Retailing Mobile App Usefulness:Customer Perception of Performance, Trust and Tension FreeSunday Adewale Olaleye, University of Oulu, Oulu, Finland
Jari Salo, University of Helsinki, Helsinki, Finland
Ismaila Temitayo Sanusi, University of Eastern Finland, Joensuu, Finland
Adekunle O Okunoye, Xavier University, Cincinnati, USA
ABSTRACT
Despitethehugeleapofmobileapps,therearelimitedempiricalstudiesthatfocusontherelationshipbetween customer perception of performance expectation, trust, tension free and mobile appsusefulness.Thisstudyintegratesandextendstheunifiedtheoryofacceptanceanduseoftechnology(UTAUT)withtrustandgratificationtheoriestoexplainmobileappusefulnesstoretailingcustomers.Quantitativemethodologyandvariancestructuralequationmodellingformsthedataanalysistechniqueforthisstudy.Theprimaryobjectiveofthisarticleistoexaminethemobileappusefulnessinthecontextofretailingcustomers.Specifically,thestudyintentionistoilluminatetheretailersandotherstakeholderstoinvestpositivelyonmobileappmarketsegmentandtooptimizetheirmobileappstrategyforthebettermentandadvancementoftheirbusinessespeciallyingettingmorerevenuefromthemobileappsegment.Thestudyhighlightspracticalimplicationsandemphasizeanappropriatefuturestudy.
KEywoRdSGamification, Hedonic, Performance Expectancy, Retailing Mobile App, Social Cognition, Tension Free, Trust, Utilitarian
1. INTRodUCTIoN
Emergingtechnologysuchasmobileappsarepositivelyaffectingtheconsumerbehaviourandtheretailerbenefitsinanunprecedentedmanner(Salz,2014;Grewal,RoggeveenandNordfält,(2017).Thereisanexponentialgrowthofmobileappsinaretailingsettingsandthismobileappsdiffusionisfacilitatingtheinteractionandeasyreachofretailerandtheconsumer(Crnkovic,2013;MagrathandMcCormick,2013;Taylor,andLevin,2014;Rivera,GregoryandCobos,2015;Khalid,Shihab,NagappanandHassan,2015;HsuandLin,2016;Kuo,Ruan,ChanandLei,2017;Huang,Xu,LinandLi,2017;LinnhoffandSmith,2017;Hur,LeeandChoo,2017).Despitethehugeleapofmobileapps,therearelimitedempiricalstudiesthatfocusontherelationshipbetweencustomerperceptionofperformanceexpectation,trust,tensionfreeandmobileappsusefulness.Themajorconcernof
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theextantresearchersaremobileapppredictionforpurchasingandinformation-sharing(TaylorandLevin,2014),mobileappscrashes,functionalerrorsandfeaturerequests(Khalidetal.,2015),childrencognitiveexperienceofthemobileappandtheirparentsmobileappcommunicationresponsiveness(Muzellec,Feenstra,deFaultrier,andBoulay,2016),profilingofmobileappusers(Liu,ZhaoandLi,2017),mobileappadoptionindifferentlifestages(Frey,XuandIlic,2017),implicationsofmobileappscustomerexperiencemodelonretailers(McLean,Al-NabhaniandWilson,2018)andmobileappsuseinrelationtoconsumerageandthetypeofdeviceutilized(Natarajan,Balasubramanian,andKasilingam,2018).
Duetotheresearchgapsasrevealedinthepreviousresearch,thisstudycombinesthesocialcognition,utilitarianandgratification factors toexplain themobileappusefulness ina retailingcontext.Sjöblom,Törhönen,HamariandMacey,(2017)emphasizedtheimportanceofgratificationcategoriesandpositthatthereisnoassociationbetweeninformationdisseminationandtensionreleasemotivationsbutrathersuggestdistractionandescapismasthetwofacetsoftensionrelease.Escapismindicatesfreedomfromdailyworriesthroughhedonicfeaturesoftheretailingmobileapp.ReychavandWu,(2014)assertthattension-freeneedscanbemetthroughhedonicfeaturesofmultimediaontheretailingmobileapp.Ontheotherhand,Grewal,etal.,(2017)supportedtheutilitarianfactorsoftechnologyasameansofenablementforconsumerstotakerightdecisionsonproductsorservicestodeplete.Okumus,Ali,BilgihanandOzturk,(2018),proposedfivedeterminantsofmobileappusageasperformanceexpectancy,socialinfluence,effortexpectancy,facilitatingconditionsandpersonalinnovativeness.Thisstudycorroboratestheimportanceofperformanceexpectancyandfacilitatingconditionsvariablesasapredictorofretailingmobileappusefulness.Regardingthesocialcognitionfactor,MarriottandWilliams,(2018)examinedtrustintechnologyandlookcloselyatM-vendor,M-service,M-deviceanddispositiontotrust.M-devicewasinsignificantinthestudyofMarriottandWilliams,(2018)butM-vendor,M-serviceanddispositiontotrustaresignificantpredictorsofoveralltrust.Utilizingtrustinretailingmobileappstudyisinevitablebecausedistrustcanhampertheeffectiveuseoftheretailingmobileapp.
Theprimaryobjectiveofthispaperistoexaminethemobileappusefulnessinthecontextofretailingcustomers.Specifically,thestudyintentionistoilluminatetheretailersandotherstakeholderstoinvestpositivelyonmobileappmarketsegmentandtooptimizetheirmobileappstrategyforthebettermentandadvancementoftheirbusinessespeciallyingettingmorerevenuefromthemobileappsegment.Thesecondaryobjectiveprovidesaninsightontherelationshipbetweenperformanceexpectancy,facilitatingconditions,trustandtensionfreeasapredictorofmobileappusefulness.Theoutcomeofthisresearchwillaidthemobileappdevelopertoenhanceandcustomizethemobileappfortheretailersbasedontheattributesofperformance,trustandtensionfree.Thisstudyintegratesandextendstheunifiedtheoryofacceptanceanduseoftechnology(UTAUT)withtrustandgratificationtheories to explain mobile app usefulness to retailing customers. Quantitative methodology andvariancestructuralequationmodellingformsthedataanalysistechniqueforthisstudy.Thestudyisdividedintofivesections.Sectiononeintroducesthestudyandsectiontwosynthesizetherelevantliteraturetomobileappusefulness.Sectionthreejustifythemethodologyforthestudy,sectionfouranalyzeandpresenttheresultwhilethelastsectiongivesthetheoretical,managerialimplicationanditemizethelimitationofthestudywithafocusonthefuturestudies.
2. RESEARCH METHodoLoGy ANd THEoRy
SomeconstructsfromtheUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT),trustandtensionfreeconstructswereintegratedtoformtheconceptualframeworkforthestudy.TheUTAUTmodelhasfourexogenousvariableswhicharePerformanceExpectancy(PE),EffortExpectancy(EE),SocialInfluence(SI),andFacilitatingConditions(FC).ThevalidityandreliabilityofUTAUTmodelhavebeendemonstratedforstudiesontechnologyacceptanceinvariouscontexts(Venkatesh,Morris,DavisandDavis,2003;AndersonandSchwager,2004;Lin,ChanandJin,2004;Rosen,
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2005).UTAUThasbeenemployedinvariousresearchduetoitsrobustnessandwideacceptancetopredictadoptionoftechnology.TheearlystudiesevidencedthereliabilityandvalidityofUTAUTtopredictadoptionofnewtechnology.Duetoitsvalidity,thestudysetouttotesttheconstructsinretailingmobileappcontext.Performanceexpectancyisabouttechnologyadoptionandsincemobileappisanemergingtechnology,thestudydecidedtoapplythetheorytotheretailingmobileappstudy.Facilitatingconditionsaswellisabouttheresourcesandsupportavailabletoperformabehavior,theywerebothintegratedwithTrustandTensionfreeconstructsinthestudy.ThisstudyemployedFacilitatingconditions,Performanceexpectancy,TrustwithTensionfreeconstructaspredictorsofmobileappusefulness.Therelationshipoftheindependentvariableswiththedependentvariableweresituatedandthestudyposithypothesesbasedonthereviewedliterature.Thestudyintendstoanswerthefollowingresearchquestiontodeepentheunderstandingofthestudy:Howdoessocialcognition,utilitarianfactorsoftechnologyandgratificationfromretailingmobileappsasoperationalizedbytrust,performanceexpectancy,facilitatingconditionsandtensionfreefactorsassociatewithmobileappsusefulness?
2.1. Research design and MethodologyThestudydesigndwellsonresearchsurvey.TheresearchersselectasampleofmobileappusersastherespondentsforthestudyfromtheFinnishpopulationandadministerastandardizedquestionnairetothem.Thestudyadoptssurveyresearchbecauseitisaprominentresearchdesignthathelpsthestudytoassessthethoughts,opinionsandfeelingsofretailingmobileappusers.Itisalsoaviablemeansofgeneralizingthesampletothepopulation.Further,surveyresearchisapathtodrawaninsightfulconclusionandtocontributetoanimportantdecisionmaking.Campusworkersandstudentscharacterizethepopulationofthisstudyandthesampleconsiststhecampusworkersandthestaffthathavedownloaded,installedanduseretailingmobileappsatonetimeortheother.Surveyresearchiscost-effective,flexibleanddependable.Thethoughts,opinionsandfeelingsoftherespondentswereanalyzedwithSmartPLS,usingvariancestructuralequationmodelling.
2.2. Questionnaire developmentThestudyadaptedquestionsfromtheextantstudiestopavethewayforvalidityandused7-pointLikertscalesrangingfromstronglydisagreeasthelowesttostronglyagreeasthehighestscales.PerformanceexpectancyandFacilitatingconditionswasadoptedfromVenkatesh,Morris,DavisandDavis, (2003)user acceptanceof information technology scale.Measuring items evident intable3,trustwasadoptedfromSutanto,Palme,TanandPhang(2013)andtensionfreeconstructisfromHa,Kim,Libaque-Saenz,ChangandPark(2015)UseandgratificationsofmobileSNSsscale.Questionsrelatedtothedemographyoftherespondentswereaddedtothesurveysuchasgender,age,income,education,maritalstatus,occupationandthecontinenttheyrepresent.Table2evincethedemographicsofthesurveyrespondent.Thestudyusesquantitativemethodologywithstructuralequationmodellingtechnique.
2.3. Sample and data CollectionTherespondentswerechosenrandomlyamongtheuniversitiescommunity,whichconsiststhestudents,lecturersandnon-academicstaffacrossdifferentdepartmentsinFinland.TheuniversitycommunityhasbeenusedinsimilarstudiessuchasBartneck,Duenser,MoltchanovaandZawieska, (2015);FaqihandJaradat(2015).Themajormobilemarketingindustryhaslabeleduniversitystudentsasoneofthemostimportanttargetmarkets(Choietal.,2008;JurisicandAzevedo,2011)whileStokesandSenkbeil,(2017)opinedthatuniversitystudentsarethefastestadoptersofmobiletechnology.Anonlinequestionnairewasadministeredtothetargetrespondentsthroughtheuniversitymailinglistsforaperiodoftwomonths.Respondentswererequestedtocompleteanonlinequestionnairethatgathered information regardingdemographics,mobileappuseandquestionsonmobileapp
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performanceexpectancy,facilitatingconditions,trust,tensionfreeandretailingmobileappusefulnessbasedonseven-Likertscales.
2.4. Case CountryInthisageofsmartness,oneofthetrendyattachmentsinFinlandismobiledevicesandthemobiledeviceisagatewayformobileappuse.Finland,acountryof5.5millioniswellknownformoderntechnologies.TheformerhomeofNokiahaslaiddownalegacyoftrendysmartness,andmobiledevicehasbecomeatraditioninFinlandandispavingthewayformobileapppenetration.Finlandrecordsinternetusersof5,125,678thataccountfor92.5%penetrationratein2017(InternetWorldStats2017).Finlandventuredintomobilecommercepilottestsixteenyearsago,withacollaborationoftheNordeaBank,Nokia,tworenownedelectroniccommercemerchantscalled‘Ruoka,’‘Kinopalatsi’andVisaInternational.Duringthisexperimentalstage,Finlandfocusonm-commerce,mobiletablete-readersandmobilepayment(HaraldandGibbons2003,Salo,Kajalo,Mäntymäki,SihvonenandLeminen2013).ThisdevelopmentindicatesthatFinlandisoneoftheleadingcountriesintheworldthathasagreatpotentialforretailingmobileapp.TheoutlookofthemobileappinFinlandispromisingastheonlineretailandin-storesalesaregraduallybecomingastronomical.FinlandisatargetpopulationforthisstudybecauseofthepostulationoftheUnitedNationsonHumanDevelopmentIndex(HDI).Thismetricsisacompositionoflifeexpectancy,education,andnationalincome.Finlandrates0.89andranks23globally.Thethresholdofthisrankingis0.8(UNDP2016).Thecountrychosenforthestudymetthefollowingcriteria:(1)thecountryisrenowninemergingtechnologies(2)thecountryhasatrackrecordinmobilebanking,mobilepaymentandmobileapps(3)thecountryisanattractiveandcompetentenvironmentforresearch,development,andinnovation.
3. LITERATURE REVIEw ANd HyPoTHESES dEVELoPMENT
Mobiledeviceshaveinrecentyearsbecomeanecessarygadgetinthemodernlifestyle,asthenumberofthemisexpectedtoexceedtheworldpopulation(Mclaughlin,2013).Thisubiquitousdeviceisaccompaniedbymobileappsofvariousdesignandfunctions.Theyareeitherpre-installedonphonesduringmanufactureordownloadedbythecustomerfrommobilesoftwaredistributionplatforms.Studies(HoandSyu,2010;Fu,Lin,Li,Faloutsos,HongandSadeh,2013;LeeandRaghu,2014;Chen,ZhangandZhao,2017)havebeencarriedoutonmobileappwhilethispresentstudyisontheconsumerperceptionofmobileAppusefulnessbasedonintegrationofselectedconstructsfromtheUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT)(Venkatesh,Morris,DavisandDavis,2003)andconstructoftrustandtensionfree.
3.1. Facilitating ConditionsTeo(2010),definedfacilitatingconditionsasperceivedenablersorbarriersintheenvironmentthatinfluenceaperson’sperceptionofeaseordifficultyofperformingatask.Accordingto(Venkateshetal.,2012,p.159),“…facilitatingconditionisregardedastheconsumers’perceptionsoftheresourcesandsupportavailabletoperformabehavior…”Itwasfurtherdescribedasthedegreeofbeliefinthefactthatforuseofinnovation,individual’sorganizationalandtechnicalinfrastructuresystemisavailableandreadytosupporttheuse.IndividualsmightrestrainfromadoptinganinnovationwhenfacilitatingconditionsisinsufficientasopinedbyLewisetal.(2013)whoarguedthatindividualsusuallylookforassistancewhentheyareexperiencingtheuseofnewtechnology.Ngaietal.(2007),facilitatingconditionswerefoundtohaveaninfluenceonattitudetowardcomputeruse.Itwasalsofoundtobesignificantinaffectingadoptionintention(Venkateshetal.,2012;Chong,2013).Thisstudysettoascertaintheinfluenceoffacilitatingconditionsonmobileappuseandtensionthatmightoccurwhileusingtheapp.Facilitatingconditionscansaidtoberelatedtomobileappusesuchaswithonlinehelpandothersupportsincludinginternetconnections.Also,facilitatingconditionscan
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leadtoatensionfreestatewhilenavigatingthroughthesystemduetothepresenceofgratificationfeaturesonthemobileapp.Therefore,thefollowinghypothesesareproposed:
H1:FacilitatingConditionwillhaveapositiveeffectontheusefulnessoftheretailingmobileapp.H2:FacilitatingConditionwillinfluencetensionfreewhileusingretailingmobileapp.
3.2. Performance ExpectancyAccording to Venkatesh et al. (2012), performance expectancy is the degree to which using atechnologywillprovidebenefitstoconsumersinperformingcertainactivities.Thissimplymeansthatthecustomerintendingtousetheretailingmobileappexpectsthatitwillbemoreusefulthanwhatusetobethestatusquo.Itisevidentinextantstudiesthatperformanceexpectancyhassignificanteffectonadoptionintention(Venkateshetal.,2012;Chong,2013)andtousemobileapp(Hewetal.2015).PerformanceexpectancypredictstheacceptanceanduseoftechnologyindifferentsectorsuchasPhichitchaisopaandNaenna,(2013)andVanderVaart,Atema,andEvers,(2016).Pikkarainenetal.(2004),alsoassertthattheacceptabilityofasystemincreasesifconsumersfoundthatitiseasytouseandlearn.Sinceperformanceexpectancywasfoundtohavesignificanteffectonbehaviouralintentiontousemobileapplications,itmightpossiblyaffecttheactualuseofmobileapp.Since,theeaseofuseofmobileappscanaffectitsuse,also,thebelievethattheuseofamobileappwillensuregainscanbringabouttensionfreeenablement.Thus,wehypothesizedasfollows:
H3:PerformanceExpectancywillhaveapositiveeffectontheuseofretailingmobileapp.H4:PerformanceExpectancywillenabletensionfreeoperationwhileusingretailingmobileapp.
3.3. TrustMayeretal.(1995)definedtrustas“thewillingnessofapartytobevulnerabletotheactionsofanotherpartybasedontheexpectationthattheotherwillperformaparticularactionimportanttothetrustor,irrespectiveoftheagilitytomonitororcontrolthatotherparty.”Theuseoftechnology-enabledservicescarrieswithitasenseoftrustthattheservicedeliverysystemwillperformoptimally(WalkerandJohnson,2006).AccordingtoKuo,(2013)andKimandByramjee,(2014),slowdevelopmentofe-commercewasattributedtoconsumers’lackoftrustinpurchasingontheinternetlackoftrustofthecustomers.WhileQureshiet.al.(2009),surveysshowthatthesuccessofcurrentonlineshoppingsitesisprimarilyattributedtothefactthattheyearnedthetrustofusers.Studieshaveshownthattrusthassignificantfactorininfluencingconsumerbehaviortowardaspecifictechnology(RezaeiandAmin,2013;Chen,2013).However,thisstudyisconcernwiththeinfluenceoftrustonuseofmobileapp.Also,therelationshipbetweentrustandgratificationofthemobileappplatformwillbeascertained.Wethereforeproposedthat:
H5:Trustperceptionwillhaveapositiverelationshipwiththeuseofretailingmobileapp.H6:Trustedretailingmobileappwillaidtensionfreeinteractionandengagement.
3.4. Tension-FreeInthispaper,tension-freeisdefineasastateoffeelingwhereanindividualisfreefromnervousnessand feels relaxandcomfortablewith thepresent situation.Whenacustomer is tensed,howcanmobileappsreducethetension?Howcanmobileappmanagecustomerstress?Somemobileapphasgratificationfeaturesthatcancalmtension.Gratificationincludesenjoymentandsocialinteraction.Enjoymentisdefinedasthepleasuretheindividualfeelsobjectivelywhencommittingaparticularbehaviororcarryingoutaparticularactivity(MoonandKim,2001).Enjoymenthasbeenfoundtosignificantlyrelatetoattitudestowardandintentionstousemobileservices(Liaoetal.,2007;Kim
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etal.,2009).Socialinteraction,alsodefinedastheuseofcomputergamestointeractwithotherpeople,isanimportantgratification(Sherryetal.(2006).AuthorssuchasChenetal.,(2006)andColeandGriffiths,(2007)identifiedsocialinteractionasakeyfactorthatmakesusersbecomemoreengagedandplaythegamecontinuouslyandisanecessaryingredientforthesuccessofmassivemultiplayeronlinegames.Inthisstudy,gratificationreferstotheextentthatthecustomers’needsaresatisfied,soweassumethatthestrongerthedegreeofgratification,thegreatertheintentiontousemobileapps.Thisstudyexploreshowmobileappwithtensionfreefeaturesaffecttheuseoftheapp.Therefore,itishypothesizedthat:
H7:Tension-freefeaturesonmobileappswillpositivelyaffecttheuseofretailingmobileapps.
3.5. Mobile App UsefulnessAccordingtoRevelsetal.,(2010),PerceivedusefulnessisoneofthefundamentalantecedentsofinnovationusagewhichaccordingtoRouibahetal.,(2011)istheextenttowhichtargetcustomersbelievethatusingITwillcreatesignificantvalueforthem.Previousresearches(Martinsetal.,2014;Hessetal.,2014)confirmedthatPerceivedUsefulnesssignificantlyimpactuserattitudes,whichhasarelativeimpactonuseradoptionandsatisfaction.Inthisstudy,mobileappusefulnessisdefinedasthedegreetowhichacustomerbelievesusingretailmobileappwillbeofmorebenefitandaddvaluetohim.Wearguethattheperceptionofmobileappperformance,trustandtensionaretheantecedentsofusingretailingmobileappeffectivelywhiletheperformanceandtrustarethepredictorsofretailingmobileapptensionfreeinFinland.Gratificationelementofgamificationisatypicalexampleofhowaconsumercanovercometensionwhileusingmobileapptosearchforinformation,tobuygoodsonlineandforpricecomparison.
3.6. Retailing Mobile App GamificationGamificationisanumbrellatermfortheuseofvideogameelements(ratherthanfull-fledgedgames)toimproveuserexperienceanduserengagementinnon-gameservicesandapplications(Deterding,Sicart,Nacke,O’HaraandDixon,2011).Shankaretal.(2016)harmonizetheinterlacingofmobilemarketingandgamificationinanewparadigmofmobileshoppermarketing.Thisparadigmshiftis“theplanningandexecutionofallmobile-basedmarketingactivitiesthatinfluenceashopperalongandbeyondthepath-to-purchase:fromtheinitialshoppingtriggertothepurchase,consumption,repurchase, and recommendation stages” (Shankar et al. 2016,p.37).Thisdefinition reveals theimportanceandimpactofmobilepromotion,advertising,andgamificationinretailing.Gamificationisanothernovelwayofengagingbuyersanditischangingthecustomer’sshoppingbehaviour.Ithasthepotentialtocreatefunandaddiction,anditcanbeusedtotargettheconsumers’emotionanddrivestheirstratosphericpointofengagementandloyalty.Gamificationisdefinedas“thecraftofderivingallthefunandaddictingelementsfoundingamesandapplyingthemtoreal-worldorproductiveactivities”(Chou,2016).ContrarytotheclarityofgamificationoutlinebyChou(2016),other authors looked at the gamification from the perspective of service marketing and definedgamificationas“aprocessofenhancingaservicewithaffordancesforgamefulexperiencestosupportusers’overallvaluecreation”(HuotariandHamari2016,pp.25,29).HuotariandHamari(2016)definitionunderscoretheimportofgamefulexperiencesintoaservicebusinesssuchase-commercetooverhaulvaluecreationprocess.Gamificationcanenrichthecustomer’sexperienceandmotivatestheminanonlineplatformforshopping,butdespitethisstrength,theretailermusthaveaproperunderstandingofitsprosandconsiftheintegrationofgamificationtotheretailingmobileappwillnotfail(Morschheuser,Hamari,WerderandAbe2017).Manyretailers,forexample,e-Bayhaveadoptedgamification,anditishelpingitsmobilecommercetoofferincentivesforreferralsandtokeeptrackofconsumers’purchases.Gamificationisallaboutcreatingachallengeandposeittotheconsumertoproffersolutionandafteraclearsolutiongettingavirtualoractualpricefortheirefforts.
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Inthisprocess,theonlineretailerisretainingtheshopperforlongforpossiblesalesandtoincreasecustomerconversionratewithouttension.Duetotheprospectofgamificationandbarestudies,thereisaneedforharmoniousnessofgamificationandeservicesliterature(Hamari,KoivistoandSarsa2014,HuotariandHamari2016).Thisstudyseekhowmobileappgamificationcanreducementaloremotionstrainofretailingconsumerthatusesretailingmobileappformultipurposefunctions.Gamificationhasanaddedadvantageovertraditionalpersuasivetechnologybecauseofitspleasurablefeatures(Johnson,Deterding,Kuhn,Staneva,StoyanovandHides,2016).Tocorroboratetheimpactofgamification,Sailer,Hense,MayrandMandl,(2017)positiongamificationasatoolofmotivationandperformanceformobileappusersbecauseofitspsychologicaleffects.Figure1showstheconceptualframeworkandhypotheses.
4. RESULTS
4.1. Respondents CharacteristicsThedemographiccharacteristicsarepresentedinTable1.Agerange<25(36.6%),25-34(31.5%)andtheleast>65(0.9%).iGenerationcharacterizethehighestagebracketinthisstudy.Aninterestingpointisthattheagebracketcutacrossdifferentagegroups.Male(51.5%),Female(48.5%).Themalerespondentsaremorethanthefemalewithadifferenceof3%.Majorityoftherespondentsarehighlyeducated,andmostfrequenteducationlevelisHighSchool/Diploma(34.5%),followwithbachelor’sdegree(26%)andnoformaleducationisjust1.7%.TheparticipantsofthisstudylivedinFinland,buttheycamefromdifferentcontinents.Europeanshave(94%),Asia(0.9%)andAfrica(12%).TheEuropeancitizensdominatethisstudywithobviousreasonthatFinlandisanEuropeancountry.Mostoftherespondentssingle(47.2%),Married(27.7%),Cohabitation(21.3%)andDivorced(3.8%).Thehighestfrequentincomeearnersearnedlessthan700euros(36.2%)andthelowestincomeearnersearned(1500–1999euros).Wehaveelevenclassesofoccupation;themostfrequentarestudents(60.4%)andthetechniciansthatconstitute10.6%).Educationhasthehighestmean,followedbyagewhilecontinentoftherespondentshasthelowestmean.Altogether,235retailingmobileappusersinFinlandparticipatedinthisstudy.
ThestudyemploysStatisticalPackagefortheSocialSciences(SPSS)version24toconductreliability,regressionandCollinearitytestinpreparationforvarianceStructuralEquationModellingwithSmartPLS2.0.First,wecleanthedatawithExcel2016toovercometheproblemsofmissingdata,unengagedresponsesandoutliers.Second,weconductedexploratoryfactoranalysistoascertaintheconvergentvalidity,discriminantvalidityandreliabilityofthescalesused.Third,weconducted
Figure 1. Conceptual framework and hypotheses
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Table 1. Demography characteristics of the respondents
Variable Classification Frequency Percentage%
Age
<2525-3435-4445-5455-64>65
86743327132
36.631.514.011.55.5.9
Gender MaleFemale
121114
51.548.5
Education
HighSchool/DiplomaBachelor’sDegreeMaster’sDegreePhDNoFormalEducation
816160294
34.526.025.512.31.7
ContinentEuropeAsiaAfrica
221212
94.0.95.1
MaritalStatus
SingleMarriedCohabitationDivorced
11165509
47.227.721.33.8
Income
Lessthan€700€700-€1499€1500-€1999€2000-€2499€2500-€2999€3000-€3499€3500ormore
8545611242143
36.219.12.64.710.28.918.3
Occupation
ArmedforcesManagersTeachingprofessionalTechniciansClericalsupportworkersServiceandsalesworkersCraftandrelatedtradesworkersPlantandmachineoperatorsElementaryoccupationsStudents/ResearchersOthers
19162512522314218
.43.86.810.65.12.1.9.91.360.47.7
Table 2. Latent variable correlations
Construct AU FC PE TF TR
AU 1
FC 0.4969 1
PE 0.8066 0.4293 1
TF 0.6624 0.3256 0.6791 1
TR 0.5313 0.3063 0.5372 0.4958 1
*AU = Mobile App Usefulness, FC = Facilitating Condition, PE = Performance Expectancy, TF = Tension Free, TR = Trust
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aconfirmatoryfactoranalysistohaveasnaproughlydecentmodelandfinallyvariancestructuralequationmodellingtoanalyzethestructuralrelationship.ThestudyadoptsSmartPLSsoftwareforthedataanalysisbecauseofitsinteractiveinterface,algorithmforcomplexmodellinganditspotentialforbuildingtheory(Ringle,Sarstedt,MitchellandGudergan,2018).Thedataanalysisconductedpassedthethresholdassociatedwithreliability,convergentanddiscriminantvalidityaccordingtothepropositionofFornellandLarcker(1981),tables3and4fordetails.Thefactorloadingrangesfrom0.72–0.96.Cronbach’sAlpha(CA)iswithintherangeof0.73–0.95.CompositeReliability(CR)isabovetheruleofthumbof0.7.TheVarianceExtracted(AVE)abovethethresholdof0.5(table3).TheVarianceInflationFactor(VIF)forallthevariablesisbelow3.5(Belkhamza,NiasinandIdris,
Table 3. Overall CFA for the measurement model
Constructs and Measurement Items Standardized Loadings CA CR AVE
App Usefulness .9197 .9433 .8064
Tome,theretailmobileappisveryfunctional. 0.91
Overall,Ithinkthattheretailmobileappisuseful. 0.93
Generallyspeaking,theretailmobileappservesitspurposewell. 0.88
Ingeneral,theretailmobileappisofvaluetome. 0.87
Facilitating Condition .7281 .8465 .649
Ihavetheresourcesnecessarytousetheretailmobileapp. 0.82
Ihavetheknowledgenecessarytousetheretailmobileapp. 0.87
Aspecificperson(orgroup)isavailableforassistancewithretailmobileappdifficulties. 0.72
Performance Expectancy .8871 .9211 .7483
Iwouldfindtheretailmobileappusefulformyshopping. 0.88
Usingtheretailmobileappenablesmetoshopandcheckoutmorequickly. 0.90
Usingtheretailmobileappincreasesmyshoppingefficiency. 0.92
IfIusetheretailmobileapp,Iwillincreasemychancesofgettingupgrade. 0.76
Tension Free .9489 .9634 .8682
Retailmobileapphelpmetohavesomeenjoyabletime. 0.95
Retailmobileapphelpmetohavesomerelaxingtime. 0.96
Retailmobileapphelpmetohavesomeentertainment. 0.94
Retailmobileappmultimediafeaturesisveryinteresting. 0.88
Trust .9276 .9484 .8213
Thecompanyprovidingthemobileappwouldbetrustworthyinhandlingmyinformation. 0.90
Thecompanyprovidingthemobileappwouldtellthetruthandfulfilpromisesrelatedtotheinformationprovidedbyme. 0.92
Itrustthatthecompanyprovidingthemobileappwouldkeepmybestinterestsinmindwhendealingwithmyinformation. 0.91
Thecompanyprovidingthemobileappisingeneralpredictableandconsistentregardingtheusageofmyinformation. 0.90
CA = Cronbach Alpha, CR = Composite Reliability AVE = Average Variance Extracted
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2016,Loureiro,CavalleroandMiranda,2018).ThisVIFresultindicatessomecorrelationbutnotoverlyinthiscontext.Figure2showstheconceptualframeworkandTestedhypotheses.
4.1. Hypotheses TestingTable4showcasehypothesizedvariablesandtheirstructuralrelationship.Thestudyhypothesizedthatfacilitatingconditionswillhaveapositiveeffectontheusefulnessoftheretailingmobileapp,whichindicatesthat,FacilitatingConditions->Mobileappusefulnessβ=.17andt=3.10,theresultissignificantat(p<0.01)andfacilitatingconditionswillinfluencetensionfreewhileusingretailingmobileapp,FacilitatingConditions->Tension-Freeβ=.03andt=0.51,thehypothesisisnotsignificant.Ancillaryservicessuchassoftwareupdates,securityfeatures,privacyassuranceandfastresponsetoqueryareessentialforretailingmobileappusefulness.Performanceexpectancywillhaveapositiveeffectontheuseofretailingmobileapp,PerformanceExpectancy->Mobileappusefulnessβ=.57andt=9.26,theresultissignificantat(p<0.01)andperformanceexpectancywillenabletension-freeoperationwhileusingretailingmobileapp,PerformanceExpectancy->TensionFreeβ=.58andt=10.61,theresultissignificantat(p<0.01).Utilitariantechnologyfactorofperformanceexpectancyisthehighestpredictorofgratificationcategoryoftension-freeandmobileappusefulnessinthisstudy.Performanceexpectancyperceptionisacentralandimportantinthisstudy.Thisshowsthat100pointschangeinperformanceexpectancywilleffect57.3pointschange
Table 4. Standardized path coefficients and corresponding hypothesis results
Hypothesis Path Sample Mean (M)
Standard Deviation T-Test Hypothesis
Confirmed
H1 FC->AU 0.1678 0.0545 3.1003 Yes
H2 FC->TF 0.0261 0.0487 0.5123 No
H3 PE->AU 0.5675 0.061 9.2584 Yes
H4 PE->TF 0.5727 0.0539 10.6015 Yes
H5 TR->AU 0.0854 0.0477 1.8135 Yes
H6 TR->TF 0.18 0.0642 2.8268 Yes
H7 TF->AU 0.1803 0.0568 3.1866 Yes
* Two-tailed hypothesis. Significant at p<.01 and p<.10.*AU = Mobile App Usefulness, FC = Facilitating Condition, PE = Performance Expectancy, TF = Tension Free, TR = Trust
Figure 2. Conceptual framework and tested hypotheses
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intension-freeand56.8pointschangeinmobileappusefulness.Theresultvalidatetherobustnessofperformanceexpectancyinthecontextofretailingmobileapp.Trustperceptionwillhaveapositiverelationshipwiththeuseofretailingmobileapp,Trust->MobileappusefulnessFreeβ=.09andt=1.82,theresultissignificantat(p<0.10)andTrustedretailingmobileappwillaidtensionfreeinteractionandengagement,Trust->TensionFreeβ=.18andt=2.83,theresultissignificantat(p<0.01).Tension-freefeaturesonmobileappswillpositivelyaffecttheuseofretailingmobileapps,TensionFree->MobileappusefulnessFreeβ=.18andt=3.19,theresultissignificantat(p<0.01).Theschematicmodelsupportedallthehypothesesexcepthypothesis2.Thereisanindicationofagoodlevelofpredictivepower(R2)astheretailingmobileappmodelexplained48.6%ofthevarianceintension-freeand70.5%ofthevarianceinmobileappusefulness.ThestudyofLeppäniemi,Jayawardhena, Karjaluoto and Harness, (2017) established R2 as a technique for evaluating thepredictiveaccuracyofamodelandcategorisedtheR2valuesintoweak(0.25),moderate(0.50)andsubstantial(0.75).Thehigh(R2)valueshowsagoodlevelofpredictivepower,astheR2scoreofthemodelclosetomoderateandsubstantialasproposedbyextantresearch.
5. dISCUSSIoN ANd THEoRETICAL IMPLICATIoNS
Theprimaryobjectiveofthisstudyistoexaminethemobileappfeatures,performanceandusagesandhowitbenefitstheretailingcustomers.Inaddition,tochecktheessentialityofretailingmobilein-appandout-appactivitiesandhowtheactivitiesenhancetheuserexperienceandascertaintheeffectsofgamificationfeaturesandhowitcanreducethetensionoftheretailingcustomer.Thisstudyadaptedprecedingresearchmeasurementstoconstructaconceptualmodelandtesteditempiricallywith higher institutions community sample from major universities in Northern Finland. Unlikepreviousresearchwhichfocusedon23mobileshoppingapplicationusers,thisstudyprovidedarealmobileapplandscapeandanalyzedmobileappusersexperienceofresidentofFinlandthatcomesfromdifferentcontinents.Theresultsshowthatmobileusersevaluationoftheusefulnessofretailingmobileappsignificantlyinfluencetheirattitudetowardusingretailingmobileapp,whichisdifferentfrompreviousresearch(YuliandChuanlan,2017).
First,theoretically,thestudygivesaplausibleexplanationthatperformanceexpectancyisthehighestpredictorof tensionfreeandmobileappusefulness in thecontextofonlineand in-storeretailing.PerformanceexpectancypropositioninAcceptanceandUseofTechnologystudyisalsovalidatedinretailingmobileappstudyinFinland.Thisisconsistentwiththestudyof(Ghalandari,2012).Finlandisafast-growingtechnologycountryandit isacommonphenomenontoachievegoalsthroughemergingtechnologies.TheexpectanceofmobileappusefulnessishighandattainableinFinland.TechnicalandorganizationalinfrastructureisavailableinretailingstoresinFinlandtoensureafruitfulmobileappoperationandtheempiricalresultofthisstudysupportedthisargumentasFacilitatingConditionssignificantlyinfluenceretailingmobileappusefulness.ThisstudyisintandemwithCheongandPark(2008)studywhichshowsthatfacilitatingconditionsarepositivelyrelatedtom-paymentuse.Trustisanotheremergingpredictoroftensionfreeandretailingmobileappinthisstudy.Theextantstudyhasfoundtrustasanimportantelementofonlinedeal(SaloandKarjaluoto, 2007, Bauman and Bachmann, 2017). Trust is an essential concept that depends onotherenvironmentalcircumstances(MarriottandWilliams,2018).Inthiscontext,trustdependsontheversatilityoftheretailingmobileappandattractivegratificationelements.Theempiricalresultsupportedtheimportanceoftrustinusingaretailingmobileapp.Abilityofretailingmobileappthroughchatbot,artificialassistantandgamificationisthefutureofretailingmobileapp.Tension-Freepredicttheusefulnessofretailingmobileappinthisstudy.AccordingtoStaffordandGillenson(2004),mobiledeviceusersarehighlymotivatedbythegratificationsthatarisefromprocessesofmobiledeviceusagewhichseemtoberelatedtogainsinefficiency.Thoughbasedonuseintention,thestudyofNysveen,PedersenandThorbjørnsen,(2005)suggestthatgratification,thatis,socialinteractionandintrinsicmotivessuchasenjoymentareimportantdeterminantsofintentiontouse
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mobilechatserviceamongfemaleusers.Cheng,LiangandLeung(2015)recentlyintheirfindingsaswellsuggestthatgratificationcaninfluenceserviceuseonmobiledevicebasedontheirInvestigationofrelationshipsbetweengratifications,socialnetworkserviceuseonmobiledevices,civicattitudesandcivicengagement.Thisstudycontributestothemobileappliteraturebycombiningtheconceptoftechnologyacceptance,trustandgratificationtoclarifytheambiguityofthesevariablerelationshipandapplicationinthecontextofretailingmobileapp.Second,thestudyconceptualizestheseimportantvariablesanddefineretailingmobileappusefulnessastheretailingcustomerperceptionofamobileappperformancethroughafacilitatingserviceandtrustyelementsforatensionfreeoperationinonlineretailingandin-store.
5.1. Managerial ImplicationsThe study result shows that retailing mobile app features, performance and usages benefit theretailingcustomersmostespeciallyinsocialpsychology.Theresultrevealstheretailingmobileappasageneratorofbigdatafortheretailer.Astheconsumersthatusesretailingmobileappsearchforinformation,comparepricesandengagewithbookonlineandpickitupinthestorewithgratificationactivitiesthatcanreducestress,theretailerontheothersidearelegallyreceivingdatathatcaninformthe futuredecision.Thedatacollected through the retailingmobileappactivitieswillguide theretailertorethinktheiromnichannelstrategyandinnovatetooffergreatbrandsandgreatproducts.Itwillhelpretailersalsotohavedeepunderstandingoftheircustomerneedsandpromoteanadvancedcustomerrelationship.Thedataafterrigorousanalysiswillinformtheretailerofwhotorecognizeandrewardandthiswilltakecustomerexperiencetoanotherhigherlevel.
5.2. Limitations and Future ResearchDespitethecontributionofthisstudy,someidentifiedlimitationopensopportunityforfutureresearch.Thisstudywaslimitedtoanacademiccommunityandnotretailingmobileappusersinotherbusinesssectors.Thefuturestudyshouldinvestigatethisgapandfillitbyconductingastudythatencompassretailingmobileappacrossdifferentbusinesssectors.
5.3. ConclusionTheresultofthisstudyrevealstheimportanceofinterplayofsocialcognition,utilitarianfactorsoftechnologyandgratification.Combinationofpsychologyfactorsandgratificationgivesaplausibleexplanationofhedonicfeatureofgamificationasameansoftensionreleasefromworriesoflife.Thisstudyestablishestherelationshipbetweenperformanceexpectancy,trust,facilitatingconditions,tension-freeandretailingmobileappusefulness.Theinsightfromtheseconstructsrelationshipwillhelpthefutureresearcherstobuilduponthefindingsofthisstudy.
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Sunday A. Olaleye had a Master of Science in Information Systems from the Abo Akademi University, Turku, Finland. Currently doing his doctoral studies at the Department of Marketing, Management and International Business, Oulu Business School, Finland. He has presented papers at conferences and published in academic journals. His research interests are Emerging Mobile Technologies, Electronic and Mobile Commerce, Social Commerce and Mobile Apps.
Jari Salo is a full professor at the Department of Economics and Management, University of Helsinki. He is also an adjunct professor of marketing at the School of Business at the Aalto University. Salo has more than 100 publications on digital and industrial marketing published in international academic journals. He has been organizing many conferences and is an active member in several editorial boards.
Ismaila Temitayo Sanusi is a Ph.D. student at the Philosophical Faculty, University of Eastern Finland. His research interest is in Mobile Technologies, ICT in Education, Entrepreneurship, and TVET. He has presented papers at conferences and published in academic journals.
Adekunle O. Okunoye is an associate professor of Information Systems at Xavier University, USA. He holds a PhD degree in Computer Science/Information Systems from University of Turku, Finland. Adekunle is a chartered information technology practitioner and member of the British Computer Society. He is also a member of Association for Information Systems. His research focuses on knowledge management, new information and communication technologies, organizational implementation of IT and the resultant changes in organization, and IT & globalization. He has published in various journals, books and conference proceedings.