How to achieve the intention of users to continue using the brand of online applications according to the participation of tourists in the media (case study of Isfahan city))

Document Type : sience

Authors
Yazdan Shirmohammadi 1
Abrahim Nasri 2
1 Associate Professor, Department of Business Administration, Payame Noor University, , Tehran, Iran,
2 Master of Tourism Managementn, Payam Noor University, Tehran, Iran
Abstract
Recently, mobile brand apps have served as useful marketing tools to help existing and potential customers and strongly encourage consumers to engage with brands. Retention of users is considered important for brand applications. In this research, it has been investigated how the Snap brand application achieves the intention of consumer continuity from the perspective of consumer-brand engagement (CBE). The current research is classified as a survey descriptive research in terms of its practical purpose and in terms of its research method. The sample size in this research was determined to be 200 people. The sampling method of this research is available.The data was prepared through a questionnaire taken from the research literature in the form of a Likert scale, the reliability of which was confirmed using the Cronbach's alpha criterion of α = 0.892. Data was collected from 200 users of Snap App who entered Isfahan as tourists. Statistical analyzes were performed using SPSS and Amos software, and the regression method was used in the path analysis test of the hypotheses. Excel and AVE- CR Calculator softwares were also used in this research. The findings of the research showed that the three dimensions of CBE (cognitive processing, affection and activation) have unique mutual and common relationships that promote continuance intention. Perceived informational usefulness acts as a utilitarian motive, while entertainment and social presence are perceived as hedonic motives, all of which contribute to CBE in different ways.

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Society Culture Media
Volume 11, Issue 45
Winter 2023
Pages 97-128

  • Receive Date 01 August 2022
  • Revise Date 02 September 2022
  • Accept Date 06 September 2022