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.