Overview

Original Research

CONSUMER ADOPTION BEHAVIOUR TOWARDS MOBILE APPS

NAGAPPAN P 1, and Dr. N. PANCHANATHAM 2.

Vol 19, No 01 ( 2024 )   |  DOI: 10.5281/zenodo.10531880   |   Author Affiliation: Research Scholar, Department of Business Administration, Annamalai University, India 1; Professor, Department of Business Administration, Annamalai University, India 2.   |   Licensing: CC 4.0   |   Pg no: 153-158   |   Published on: 05-01-2024

Abstract

The way consumers are interacting with the brands are been revolutionized through Mobile Apps (MA). Customer experiences on empirical research are less, hence this research aims to analyze how MA integration in shopping can lead to improved customer experience. An online survey was conducted to the consumers of Mobile Apps (MA). Total responses were analyzed using Partial Least squares-structural equation modelling. In addition, the study has practical implications for retailers deploying Mobile Apps (MA) in services offered to their customers.

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