Factors Influencing Consumer Affection and Consumer Engagement in Mobile Application

DOI

10.2991/icoi-19.2019.45How to use a DOI?

Keywords

Consumer Affection, Consumer Engagement, Intention to use, Mobile Application

Abstract

The need for internet technology is growing rapidly, leading many companies to develop services that can make it easier for consumers to access even when they are mobile. Mobile application is one of the solutions for consumers to connect with the internet anywhere through their gadget. PT. Telekomunikasi Indonesia, Tbk., one of the internet service providers in Indonesia, saw that chance and developed mobile application wifi.id GO that can connect seamlessly through Indonesia’s Wi-Fi network. During the year 2018, however, of consumers of wifi.id GO that had the application in their gadget, only 1.9% of users install it throughout the year. Therefore, it is important to understand how to design mobile application wifi.id GO-based on consumer preferences so the consumers continuing to using the application is increased and builds a sustained relationship. This research seeks to understand which features of mobile application wifi.id GO stimulate consumer affection, leading to continuous use and consumer engagement behavior. This study used an online questionnaire to collect data from 364 respondents. The data were analyzed using Structural Equations Modeling. The results indicate that features such as information quality and design solutions will result in higher affection leading to continuous usage and consumer engagement behavior of mobile application wifi.id GO. Moreover, consumer affection positively influenced users' intention to continuous usage, and also positively influenced users’ consumer engagement behavior of mobile application wifi.id GO. However, functionality and consumer interaction features are not found to be positively related to consumer affection with mobile application wifi.id GO

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Novi Purnama Sari
AU  - Yeshika Alversia
PY  - 2019/10
DA  - 2019/10
TI  - Factors Influencing Consumer Affection and Consumer Engagement in Mobile Application
BT  - Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019)
PB  - Atlantis Press
SP  - 268
EP  - 273
SN  - 2352-5428
UR  - https://doi.org/10.2991/icoi-19.2019.45
DO  - 10.2991/icoi-19.2019.45
ID  - Sari2019/10
ER  -