Branded mobile App post acceptance behaviors - An extention of the expectation confirmation theory

Abstract

This paper uses the theory of Expectation – Confirmation Theory with some modifications and adoption from other research to fit in the context of branded mobile apps. The objectives of this research are to examine the factors that impact user satisfaction after the users have adopted the branded apps and determine the relationship between user satisfaction derived from branded apps and their post-acceptance behaviors like app continuance intention and brand loyalty. The study applies quantitative method to test the proposed conceptual framework. Data analysis is conducted using SPSS and AMOS. The results indicate that users perception about the branded apps’ benefits are adjusted in the post-acceptance phase due to a confirmation on their past experience with the apps. Also, the study confirms the relationship among satisfaction, continuance intention and brand loyalty in the context of branded mobile apps. Future research should apply this model but investigate the differences among industries in which the brands operate their apps.