Post-purchase behaviour triggers in branded mobile shopping apps

Purpose This study aims to integrate the perspectives offered by TAM and related models, respectively, the theory of values, to examine the impact of branded mobile shopping apps perceived value dimensions on continuance and recommendation intention. Design/methodology/approach A quantitative research was conducted online on a sample of 459 Romanian consumers to investigate how various facets of the perceived value of mobile shopping apps of some fashion brands influence continuance intention and the intention to recommend mobile apps. Sample selection implied a mixed non-probability method, convenience sampling and snowballing method, and the research hypotheses were tested using structural equation modelling (SEM) and path analysis. Findings This study validates significant positive relationships between perceived ubiquity, app incentive, respectively, epistemic value of branded mobile shopping apps and continuance intention, and between perceived hedonic value, social value, continuance intention and the intention to recommend branded mobile apps. Originality/value The research provides a deeper understanding of the influence played by the perceived value of mobile shopping apps on the consumer post-purchase behaviour and takes into consideration the mediating role of continuance intention for the perceived value and recommendation intention relationship.