Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal of Management Practices, Humanities and Social Sciences
Muhammad Umair Nazir
Minhaj University Lahore, Lahore, Pakistan
Arts Humanities Economics, Econometrics & Finance Education Social Sciences

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Investigating Users' Continuance Usage Intention Towards Mobile Apps with the Mediating effect of Customer-Brand Engagement Najjia Ejaz Chaudhry; Waseem Subhani; Muhammad Azeem Naz; Muhammad Umair Nazir; Muhammad Huzaifa Ameer
Journal of Management Practices, Humanities and Social Sciences Vol. 7 No. 4: JMPHSS
Publisher : Journal of Management Practices, Humanities and Social Sciences

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33152/jmphss-7.4.4

Abstract

Mobile commerce is considered a contemporary marketing communication in e-retail. Therefore, we studied how mobile app utility affects customers and continuance usage intention. Moreover, the authors examined customer brand engagement as a mediating factor and privacy risk as a moderator that influences the impact of customer brand engagement on continuance usage intention. Data was collected from the Grocer App grocery service providers on the mobile application. The authors collected data from 445 current customers through "Google Forms." The present study used the structural equation modeling technique to evaluate association among the latent constructs. The study applied SEM and observed that mobile app utility positively affects customers, continuing usage intention through customer brand engagement. Moreover, privacy risk is not considered a significant factor to highlight the significant relationship. Data from online grocery apps representing e-retail branded mobile apps is collected. The study suggests providing more utility and hedonic benefits to compete in a competitive environment. This study is the first to examine continuous usage intention by shedding light on a negative characteristic (privacy risk) in the context of mobile commerce in the presence of customer brand engagement. It does this by drawing on the idea of reasoned action.
The Mediating Role of Interactivity between Perceived Usefulness, Perceived Enjoyment and Intention to Use Augmented Reality Application for Shopping Najjia Ejaz Chaudhry; Waseem Subhani; Muhammad Azeem Naz; Muhammad Umair Nazir; Muhammad Huzaifa Ameer
Journal of Management Practices, Humanities and Social Sciences Vol. 7 No. 6: JMPHSS
Publisher : Journal of Management Practices, Humanities and Social Sciences

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33152/jmphss-7.6.6

Abstract

Augmented Reality (AR) is a technology that adds digital data created in real-time by a computer to the physical world. Offering (virtual) items opens new and fascinating ways for customers to engage with the brand and its merchandise. While the augmented Reality (AR) technology market is forecasted to experience exponential growth by 2030, numerous businesses have already endeavoured to leverage the technology to extend their operations. However, prior literature still needs to document the empirical evidence of whether AR technology adoption will positively impact or improve consumers' shopping habits based on AR technology. The study assesses the gap statistically; this work uses a survey method to determine the causal influence of many augmented reality applications on university students. A suitable sample of executive students has been chosen to investigate influences on behavioural intentions through experiments. In conclusion, the perceived usefulness and enjoyment of AR will be notably high, with a retail focus that will influence users' behavioural intentions and encourage them to make purchases through AR apps. Interactivity was highly significant, mediating the influential effect of enjoyment, perceived usefulness, and behavioural intention to use AR shopping apps and, thus, determined to be a key driver
Co-Authors Muhammad Azeem Naz Muhammad Huzaifa Ameer Najjia Ejaz Chaudhry Waseem Subhani