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‘Regrettable-escapism’ the negative effects of mobile app use: A retail perspective

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posted on 2023-01-17, 10:39 authored by Graeme McLean, Khalid Al-Nabhani, Hannah Marriott

 Despite the enhanced shopping opportunities that mobile devices offer to consumers, there is a fine line between consumers enjoying the mobile shopping process and them regretting the time spent involved in it. Through the lens of Uses and Gratifications Theory (U>) and drawing on Flow Theory, this study aims to understand the effects of consumers' interactions with mobile shopping apps on their intention to reuse the app in the future, loyalty towards the brand and brand reputation. Study 1, through a questionnaire (n = 1024), provides insight into the positive and negative relationships between Utilitarian and Hedonic gratifications on intentions to reuse a retailer's mobile app, loyalty towards the b,rand and the brand's reputation. Through undertaking 24 in-depth interviews, Study 2 provides deeper insight into these relationships to uncover the complex nature of the negative effects of escapism. Findings demonstrate that the addictive nature of retailers' shopping apps lead to regrettable escapism. The flow state of mind experienced during escapism, becoming engrossed and notions of time-distortion, leave consumers with feelings of guilt and frustration due to the perceived wasted time spent on the retailer's app. Accordingly, this study advances theoretical understanding of escapism and its negative effects with ubiquitous, portable smartphones. The research provides implications for retailers and policy makers, while offering avenues for future research. 

History

Published in

Psychology and Marketing

Publisher

Wiley

Version

  • AM (Accepted Manuscript)

Citation

McLean, G., Al‐Nabhani, K., & Marriott, H. (2022). ‘Regrettable‐escapism’the negative effects of mobile app use: A retail perspective. Psychology & Marketing, 39(1), 150-167. DOI: 10.1002/mar.21584

Print ISSN

0742-6046

Electronic ISSN

1520-6793

Cardiff Met Affiliation

  • Cardiff School of Management

Cardiff Met Research Centre/Group

  • Welsh Centre for Business and Management Research

Copyright Holder

  • © The Publisher

Language

  • en

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