Predicting continuance intention toward mobile branded apps through satisfaction and attachment

An increasing number of companies have created branded apps to communicate with and satisfy the needs of target audiences. The interactive features of smartphone apps strengthen the brand-consumer relationship and help consumers develop positive brand attitudes. However, few studies incorporate the brand-consumer relationship into the branded apps context. Through integrating brand attachment into the expectation confirmation model, the current study investigates the antecedents of continuance intention toward branded apps. Data collected from 497 users of MyStarbucks are analyzed by using structural equation modeling. The findings reveal the brand attachment-satisfaction relationship is nonrecursive and that both these factors positively influence continuance intention. Expectation confirmation also influences brand attachment and perceived usefulness. Moreover, perceived usefulness influences continuance intention directly or indirectly through satisfaction. Finally, brand-self congruity influences brand attachment, whereas perceived complementarity influences satisfaction and perceived usefulness.