Mobile Applications and Consumer Behaviour

This research project draws on the role of retailers mobile applications as a service delivery tool and consumers subsequent behaviour with the channel. Mobile applications have been conceptualised as a technology that could instigate consumer brand engagement. The aim of the research project is twofold:
1) To understand the role of retailer's mobile applications in consumer brand engagement.
2) To investigate the variables that influence consumers' continuous usage of mobile applications beyond the factors of initial adoption.