Determinants of continuous intention to use retail apps: A hybrid PLS-ANN approach

ABSTRACT

Although consumers’ intent to use retail applications (apps) over time is crucial to their success, academics have paid less attention to this factor. Using the attractiveness of alternatives as a moderator, this study aims to determine how users’ perceptions of app quality affect their propensity to use the app in the future through measures of performance confirmation and trust. The study analyzed the 435 acceptable responses using a hybrid approach incorporating partial least squares structural equation modeling and deep learning (artificial neural network). Results showed that utilitarian and hedonic performance confirmation and trust drive the use of retail apps. Service and information qualities validate trust and utilitarian and hedonic performance confirmation. System quality solely influences utilitarian performance confirmation. The attractiveness of alternatives adversely moderates utilitarian performance confirmation and continuation intention. The novel theoretical model integrating stimulus–organism–reaction model and information system success model reveals the relative importance of specific aspects, providing a better understanding of retail app users’ continuation intention.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Ethical approval

With regard to ethical approval, this study did not seek ethical approval because it was observational in nature. No formal approval of the Institutional Review Board of the Local Ethics Committee was necessary given the absence of the involvement of therapeutic drugs. Despite these challenges, the study informed all subjects, and participation was entirely voluntary. The cover letter of the survey indicated that the confidentiality of all participants will be preserved along with the details and that authors will take participation as consent. No juveniles were included in this research. It was undertaken in the context of the Helsinki declaration.

Supplementary data

Supplemental data for this article can be accessed online at https://doi.org/10.1080/10696679.2023.2218098

Additional information

Funding

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.