Insights into mobile app experience: a systematic literature review using TCCM framework

Purpose This study aims to conduct a systematic literature review on mobile application experience, recognizing its growing importance in research and practical applications. The purpose is to address the factors influencing customer mobile application experience in this dynamic environment. Design/methodology/approach The study uses the theories, context, characteristics, methodology (TCCM) review framework. This research meticulously analyzes 42 articles published between 2015 and 2023. The selected articles are sourced from prominent journals in widely recognized databases, including Scopus and the Australian Business Deans Council. Findings The examination of the pertinent literature culminates in the formulation of the TCCM framework, shedding light on the antecedents, mediators, moderators and outcomes, related to the mobile application experience. Research limitations/implications This study pioneers a unified framework for mobile application experience, shedding light on unexplored territories and shaping the trajectory of future mobile application experience investigations. Its emphasis on a strong academic foundation enriches technological marketing literature, offering managers actionable insights aligned with TCCM. This study marks a pivotal contribution, bridging theoretical advancements with practical strategies for the dynamic landscape of mobile applications experience. Originality/value This research uncovers overlooked areas and proposes discerning research directions to advance the understanding of mobile applications experience. It addresses a crucial gap in current knowledge and motivates further investigation into the intricate dynamics of mobile application experience.