Determinants of the continuous use of mobile apps: The mediating role of users awareness and the moderating role of customer focus

Qais Hammouri,Emad Ahmad Abu-Shanab,Nawras M Nusairat,Hakim Akhorshaideh,Jassim Ahmad Al-Gasawneh

doi:10.5267/j.ijdns.2021.7.014

Qais Hammouri, Emad Ahmad Abu-Shanab + Show 3 more

Open Access

https://doi.org/10.5267/j.ijdns.2021.7.014

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Abstract

This research empirically explored the factors influencing the continuous use of mobile Apps in Jordan. The research utilized the Theory of Planned Behavior, the Diffusion of Innovation Theory and the Social Cognitive Theory to build the conceptual foundation of the research model. Using a quantitative approach, the study utilized a questionnaire with a set of well-validated items for the purpose of collecting data. The study collected 524 usable surveys, and analyzed the data using structural equation modeling technique (PLS-SEM). Results indicated that the three constructs relevant to this study (perceived risk, mobile self-efficacy, and social influence) were significant in predicting a users' awareness and the continuous use of mobile Apps. Customer focus moderated the relationship between awareness and continuous intention. In addition, the findings also confirm that users’ awareness mediated the relationship between the three independent variables and the continuous use. The Detailed findings of this research are discussed, with conclusions and future research reported at the end.

Highlights

The quick surge in the number of smartphone users has dramatically influenced the expansion of mobile Apps usage
Mobile self-efficacy, social influence, mobile user awareness, continuous intention, and main customer focus were all reflective variables in the evaluation
The results of such research emphasized the importance of perceived risk, mobile self-efficacy and social influence as powerful factors in forming users’ perceptions and driving their intentions toward the continuous use of mobile Apps

Summary

Introduction

The quick surge in the number of smartphone users has dramatically influenced the expansion of mobile Apps usage. Mobile Apps technology has become the dominant trend amongst mobile users in all fields Such dominance comes due to the availability of Internet infrastructures and fierce competition among service providers, in addition to their role in meeting users' needs in a customized manner. Most mobile users have almost 20 Apps installed on their phones (Statista.com, 2021c). Mobile users installed more than 200 billion Apps in 2020 (Mindsea.com, 2021). The growing number of mobile Apps and users encountered a severe lack of studies examining the factors influencing the continuous use of mobile Apps. Within the context of Jordan, most of the studies concentrated on exploring the factors that might influence the behavioral intentions toward using mobile Apps for a specific context. Previous research explored the banking sector (Qasim & Abu-Shanab, 2016), foods industry (Alalwan, 2020), governments (Hammouri & AbuShanab, 2017), hotel and travel industry (Khwaldeh et al, 2020), learning and education (Hammouri & Abu-Shanab, 2018), healthcare sector (Jarrad et al, 2021), and e-commerce (Al-maaitah et al, 2021; Al-Zagheer & Barakat 2021; Hammouri et al, 2021b; Moh'd Al-Dwairi et al, 2018)

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Discussion

Conclusion