Will you stay or will you go the effects anthropomorphism presence and the marketing mix have on retail app continuance use intention

• Main Authors: Lim, Xin Jean, Cheah, Jun Hwa, Ng, Siew Imm, Kamal Basha, Norazlyn, Soutar, Geoff
• Format: Article
• Published: Elsevier 2021
• Online Access: http://psasir.upm.edu.my/id/eprint/93594/; https://www.sciencedirect.com/journal/technological-forecasting-and-social-change/vol/168/suppl/C

Retail applications (or retail apps) have emerged as a game-changer to complement and enhance the consumer purchase experience. Responding to calls of prior research, this study used the Two-factor Theory to understand how hygiene (i.e., anthropomorphism presence-AP) and motivation factors (i.e., ma...