Engajamento de aplicativos móveis como uma experiência motivacional
DOI:
https://doi.org/10.33448/rsd-v11i8.30585Palavras-chave:
Engajamento de aplicativos móveis; Experiência motivacional em aplicativos móveis; Mobile marketing.Resumo
O objetivo geral da pesquisa foi identificar a influência da conveniência/tempo, interatividade, compatibilidade, esforço/expectativa no engajamento do aplicativo móvel, bem como se o engajamento do aplicativo móvel influencia com as conexões de marca própria mediada pelo relacionamento/comprometimento com base no modelo estrutural de Kim e Baek. Para isso, desenvolveu-se uma survey por meio da modelagem de equações estruturais baseada em PLS. O questionário foi aplicado com 566 consumidores na região nordeste do Brasil. Como resultado, verificou-se que os construtos das hipóteses H1 a H4 influenciam positivamente no engajamento do aplicativo móvel. Os achados demonstraram também que a H5 é confirmada, ou seja, o engajamento de aplicativos para dispositivos móveis tem efeito indireto com comprometimento do relacionamento, tal qual a hipótese H6 que assevera que o engajamento de aplicativos para dispositivos móveis tem efeito indireto com as conexões de marca própria. Por fim, a hipótese H7 também é confirmada ao inferir que o comprometimento do relacionamento se vincula positivamente com as conexões de marca própria e é mediada pelo engajamento do aplicativo móvel.
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