Unlocking the key to sustained usage of mobile retail applications: a hybrid perspective

Purpose This study examines how users' perceptions of application quality impact sustained usage, taking alternative options into account. Design/methodology/approach A hybrid approach combining partial least squares-structural equation modeling (PLS-SEM) and artificial neural networks (ANNs) was used to capture linear and non-linear relationships in the continuous intention to use mobile retail applications through 505 valid responses. Findings The findings highlight the significant role of utilitarian attitude, hedonic emotion, and trust in driving the adoption and continued use of mobile retail applications. Service and information qualities were identified as factors reinforcing trust, utilitarian attitudes, and hedonic emotion. Notably, system quality exclusively influences utilitarian attitude. Additionally, the presence of alternative options negatively moderates utilitarian attitude and the intention to persistently use the application. Originality/value By integrating the S-O-R model and the ISS model, this study’s theoretical framework provides fresh insights into the relative importance of these factors, enhancing our understanding of consumers' intention to continue using mobile retail applications.