Do Female Consumers Care About the Continuance Use of Grocery Applications? Antecedents, Drivers, and Consequences of Hedonic Value and User Experience

Abstract

The continued usage of mobile applications (apps) is imperative beyond initial adoption for operators to attain sustainability and profitability. Yet, female grocery shoppers seem to be frequently downloading grocery apps, then discontinue usage. Not much attention has focused on the decomposed hedonic values behind the continuance use intention of grocery shopping apps among female users. To close the identified research gap, this study examined mediating (decomposed hedonic values) and moderating (user experience) roles by integrating the Experiential Value Theory and the Expectation-Confirmation Model. 314 online self-administered surveys were obtained among female grocery shopping app users. PLS-SEM was used to test the proposed mediation and moderation relationships using the latest version of SmartPLS. Findings show that (a) all direct relationships were supported, (b) the decomposed hedonic value experiences did not mediate the confirmation-satisfaction relationship, and (c) the grocery app user experience moderated the satisfaction and hedonic value relationships. The theoretical significance is the empirical extension of the ECM by incorporating the mediating role of hedonic value experiences in post-adoption behaviour, as well as confirming the moderating effect of user experience on the decomposed hedonic value and satisfaction relationship. The implications for grocery app businesses and academicians are provided.