Analysis reveals how utilitarian and hedonic values shape satisfaction and behavioral intentions in mobile shopping, highlighting the role of app stickiness.
Purpose This study aims to examine how utilitarian (UV) and hedonic (HV) values influence mobile shopper (m-shopper) satisfaction and behavioral intentions in the post-adoption stage, considering the moderating role of retailing app stickiness. Design/methodology/approach Data from 442 US consumers were analyzed using structural equation modeling and multigroup analyses to assess relationships among UV, HV, satisfaction, repurchase intention and positive word-of-mouth (WOM). Findings UV more strongly predicts satisfaction for both low- and high-stickiness shoppers, whereas HV significantly affects satisfaction mainly among high-stickiness shoppers. In addition, satisfaction drives repurchase intention and positive WOM for both groups. Originality/value This study provides empirical evidence on how value dimensions and stickiness jointly shape m-shopper satisfaction and behavioral intentions postpurchase. It highlights the differential effects of UV and HV depending on retailing app stickiness.
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Zhang et al. (2025) studied this question.
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