Beyond Adoption: How Rational and Sensorial Experiences Shape Continuous Usage of Retail Apps
DOI:
https://doi.org/10.66635/kt23n939Keywords:
Retail mobile applications, Rational experience, Sensorial experience, Customer satisfaction, Sustainable digital consumptionAbstract
This study investigates the effect of customer experience with retail applications on customer satisfaction and continuous usage intention in the context of digital retail sustainability in India. Specifically, it examines how rational and sensorial experiences influence satisfaction and sustained app usage among retail app users. By focusing on continued digital engagement, the study contributes to the broader discussion on sustainable consumption and platform-based retail innovation in an emerging Asian economy. Data were collected from 368 active retail app users in Delhi-NCR and analyzed using Smart PLS. The findings reveal that both sensorial and rational experiences significantly influence customer satisfaction, which in turn positively affects continuous usage intention. Rational experience shows a stronger role in sustaining long-term app usage, indicating the importance of functional efficiency, convenience, reliability, and usability in digital retail platforms. The study contributes to sustainable entrepreneurship and innovation literature by explaining how retail apps can support scalable, resource-efficient, and customer-centred digital business models. The findings offer implications for e-retailers, digital entrepreneurs, and platform managers seeking to enhance customer retention and sustainable growth in Asian digital retail markets.
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