Buyer behavior · Empirical observational study using transactional customer data; adoption and subsequent purchasing are compared with controls for customer heterogeneity and prior behavior.
App Adoption: The Effect on Purchasing of Customers Who Have Used a Mobile Website Previously
Journal of Interactive Marketing · 2019
Summary
App adopters have higher purchase incidence, purchase more frequently, and spend more per order than non-adopters. The app effect on order size is stronger for customers with a lower share of high-price-category spending and for less-loyal customers, consistent with reduced perceived financial risk and potentially improved loyalty.
For your marketing
Possible founder application
Use this paper as evidence about app adoption: the effect on purchasing of customers who have used a mobile website previously in the stated context; compare its population, treatment and outcome with your own decision.
Reported result
What the study found
App adopters have higher purchase incidence, purchase more frequently, and spend more per order than non-adopters. The app effect on order size is stronger for customers with a lower share of high-price-category spending and for less-loyal customers, consistent with reduced perceived financial risk and potentially improved loyalty.
Research question
What the authors investigated
What does app adoption: the effect on purchasing of customers who have used a mobile website previously show about customer behavior or marketing outcomes?
Design
Empirical observational study using transactional customer data; adoption and subsequent purchasing are compared with controls for customer heterogeneity and prior behavior.
Sample and setting
Customers of a Chinese online retailer who had an existing mobile website and were exposed to a newly added retail app; the study uses retailer transaction histories.
Scope and transfer
Limitations to keep in view
The evidence comes from one Chinese online retailer and nonrandom app adoption, so selection and context limit causal and geographic generalizability; the study also examines a retail app/mobile-web channel rather than SaaS product-led adoption. Full-text methods and correction history were not independently checked.
Research sources
Candidate study metadata and reported evidence were cross-checked against a direct publisher-page retrieval; the full article was not independently reviewed.