Mobile app engagement: scale development, validation and empirical test

Purpose The study aims to provide a profound understanding of mobile app engagement (MAE) in the context of e-commerce apps. The authors developed a conceptualization, testing and validation of a comprehensive, inclusive measure of e-commerce mobile app engagement, as the existing attempts to measure engagement through mobile apps are mostly underdeveloped. Design/methodology/approach Drawing upon the existing literature on customer engagement and mobile application usage, we conceptualized MAE and developed a reliable, concise measurement scale after rigorous validation procedures. We used six studies to develop and validate the MAE scale, encompassing multiple methodologies, including in-depth interviews, review analysis, a face validation study and three surveys. Findings Mobile app engagement is a reflective second-order construct with three dimensions: cognitive processing, enthused participation and intention to browse. The 12-item scale we developed is psychometrically sound and possesses external and discriminant validity. The scale can be used to evaluate engagement through mobile apps, providing a means for examining the relationship between shopping gamification, effort expectancy, escapism, continuous intention and intention to buy. Practical implications Marketers may utilize the MAE scale to measure how effectively mobile applications generate engagement. Originality/value This study adds to the theory of consumer behavior realm by delineating the domains of mobile app engagement with its self-perceived behavioral manifestation towards a brand beyond a purchase. The study contributes to the novel insight into the creation of a new scale to measure MAE and uncover its underlying dimensions.