Capturing behavioural outcomes through branded applications: the perspective of the investment model
研究从投资模型视角，分析品牌应用中的满意度、投资规模如何通过关系承诺影响持续使用、购买和口碑意图，对营销人员提升用户留存有参考价值。
Purpose Numerous companies have launched branded applications to foster consumer–brand relationships. Due to fierce competition among branded apps, the retention rate is quite low. The facilitation of behavioural outcomes through branded apps is a highly relevant research area. This paper investigates the drivers of behavioural outcomes in the context of branded apps from an investment model perspective. Design/methodology/approach This work examines various branded apps primarily used by consumers in disparate product categories, namely, Target, Walmart, Under Armour, Nike, Pandora, Spotify, Starbucks, Burger King, Disney and Netflix. Four hundred and one valid online questionnaires were obtained and partial least squares structural equation modelling was used for data analysis. Findings The results obtained extend the investment model to the context of branded apps and show that app investment size and app satisfaction facilitate brand relationship commitment, successively enhancing app continuance intention, brand purchase intention and app word-of-mouth (WOM) intention. Furthermore, app confidence benefits and self-enhancement benefits facilitate app satisfaction, while app social benefits and special treatment benefits facilitate app investment size. Originality/value The present work applies an investment model to various branded apps to show how relationship components facilitate behavioural outcomes. We contribute to the literature by identifying four types of app relational benefits as drivers of relationship components in the context of branded apps.