Branded App Usability: Conceptualization, Measurement, and Prediction of Consumer Loyalty
该研究从消费者视角出发，将品牌应用可用性概念化为包含用户友好性、个性化、速度、趣味性和无处不在性五个维度的多维构念，并开发了13个题项的测量量表，用于预测消费者忠诚度。
Despite the importance of usability assessment, few studies have taken a consumer-centric approach to conceptualize and measure the underlying dimensions of branded app usability. Addressing this gap in the literature, we developed and validated a holistic measure of branded app usability based on consumer evaluations rather than the various technical issues previously addressed in mobile marketing studies. The results indicate that branded app usability, as a multidimensional construct, consists of 13 items in five factors: user-friendliness, personalization, speed, fun, and omnipresence. Theoretical and practical implications for measuring branded app usability are discussed.