Från engagemang till intention - En kvantitativ studie om sambanden mellan engagemang och konsumenters intention att använda detaljisters smartphone-applikationer
Smartphone applications, or apps, are an increasingly important part of omnichannel retailing. While the adoption and usage of apps for communicating with consumers has grown exponentially over the past few years, there is little academic research in this area. The primary purpose of this thesis is to describe how the involvement in a product category affects consumers' intention to use a retailer-branded smartphone application during their shopping trip. Drawing upon recent IS-literature with models TAM and UTAUT, our results indicate that product category involvement constitutes an important factor on the intention to use a retailer-branded smartphone application. By viewing involvement as a multidimensional construct, our study shows that the degree of hedonic and expressive value a product cateogry provides consumers with has important effects on intention, and these relationships are not moderated by consumers' age. By measuring the hedonic and utilitarian attitude towards the category, we also suggest that providing a smartphone application may generate more users for retailers providing an assortment of hedonic products, in contrast to utilitarian. Using cluster analysis to identify different involvement profiles, we imply that measuring dimensions of involvement constitutes a tool for retailers to identify attractive "high intention" consumers.