What We Know and Do Not Know About Mobile App Usage and Stickiness: A Research Agenda

摘要: Mobile applications apps have transformed the way firms and consumers communicate with each other, now become integral to firms' marketing strategies. However, in a marketplace characterized by myriad choices, one of biggest challenges that Marketers face is foster continued frequent use, or stickiness. This brings forth two important questions: what factors affect consumers' decision use "stick" apps? What are key outcomes stickiness for both firms? study maps conceptual research issues underlying journey respect mobile app use. We build framework based on central tenets interactivity combined insights gleaned from survey interdisciplinary literature. discuss implications practice this emerging area interest.