From an emotional experience of mobile food shopping to continued purchase intention: moderating role of e-user expertise

Purpose This study examines the role of the emotional experience of mobile food shopping in stimulating perceived values and continued intentions under the moderating role of consumer expertise. Design/methodology/approach We gathered data from 632 Saudi mobile food shoppers through a web survey and analysed it using structural equation modelling. Findings The results showed that emotions (i.e. pleasure, arousal and dominance) significantly affect immersion in the experience of shopping via mobile food applications, which generates significant functional and emotional values and ultimately influences continued intentions. However, they do not have a significant effect on social value. Consumer expertise significantly moderates only the relationships between functional and emotional values with immersion and between immersion and continued intention. Practical implications Formulating a marketing strategy based on the emotional dimension is a potentially powerful way to enhance the attractiveness of mobile food applications. Nevertheless, segmenting the market based on consumer expertise is crucial for customising offers. Originality/value This study contributes to the literature by integrating pleasure-arousal-dominance theory with the theory of customer value to examine the role of the emotional dimension in the development of perceived values and continued intention to use mobile food ordering applications. Additionally, this study adds to the literature by examining the moderating role of user expertise in these relationships.