TAE HYUN BAEK
Branded App Usability: Conceptualization, Measurement, and Prediction of Consumer Loyalty
Despite the importance of usability assessment, few studies
have taken a consumer-centric approach to conceptualize and
measure the underlying dimensions of branded app usability.
Addressing this gap in the literature, we developed and
validated a holistic measure of branded app usability based on
consumer evaluations rather than the various technical issues
previously addressed in mobile marketing studies. The results
indicate that branded app usability, as a multidimensional
construct, consists of 13 items in five factors: user-friendliness,
personalization, speed, fun, and omnipresence. Theoretical and
practical implications for measuring branded app usability are
Baek, T. H. & Yoo, C. Y. (2018), “Branded App Usability: Conceptualization, Measurement, and Prediction of Consumer Loyalty,” Journal of Advertising, 47(1), 70-82.