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Recommending a Retailer’s Mobile App – Influence of the Retailer and the Mediating Role of Push Notifications

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New Realities, Mobile Systems and Applications (IMCL 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 411))

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Abstract

Against the backdrop of increasing digitization, many retailers are trying to better reach their existing customers with the help of mobile apps. For the growth of an app and the satisfaction with it, the willingness to recommend this app by existing users is of great importance. This paper develops a structural equation model that relates the willingness to recommend a retailer’s mobile app to consumer perceptions of that retailer, including the role of push notifications as a mediator. The collected data show a significant relevance of the perception of the retailer on the willingness to recommend the app to others. It can be shown that this relationship is partially mediated by the perception of the retailer’s app push notifications. In this respect, all hypotheses stated can be confirmed. Further research questions are proposed and include in particular a validation of the model in other socio-demographic compositions as well as in the context of a field study and the expansion of the model.

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Authors and Affiliations

  1. MATE Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary

    Atilla Wohllebe, Dirk-Siegfried Hübner & Uwe Radtke

  2. Centre for Economic and Regional Studies, Institute of Economics, Budapest, Hungary

    Szilárd Podruzsik

Authors
  1. Atilla Wohllebe
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  2. Dirk-Siegfried Hübner
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  3. Uwe Radtke
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  4. Szilárd Podruzsik
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Correspondence to Atilla Wohllebe .

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Editors and Affiliations

  1. CTI Global, Frankfurt, Germany

    Michael E. Auer

  2. Department of Informatics, Aristotle University of Thessaloniki, Thessaloniki, Greece

    Thrasyvoulos Tsiatsos

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Wohllebe, A., Hübner, DS., Radtke, U., Podruzsik, S. (2022). Recommending a Retailer’s Mobile App – Influence of the Retailer and the Mediating Role of Push Notifications. In: Auer, M.E., Tsiatsos, T. (eds) New Realities, Mobile Systems and Applications. IMCL 2021. Lecture Notes in Networks and Systems, vol 411. Springer, Cham. https://doi.org/10.1007/978-3-030-96296-8_32

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  • DOI: https://doi.org/10.1007/978-3-030-96296-8_32

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