Factors influencing consumers' attitude towards adoption and continuous use of mobile applications: a conceptual model

Mobile apps have changed the business ecosystem. Mobile apps industry has experienced unprecedented growth and is emerging as a popular tool among market practitioners as they can directly get connected to consumers with just a single click. It's also an essential consumer tool and is used for varied reasons like information gathering, shopping or watching videos. The conventional theoretical models i.e. TRA, TAM, TPB, UTAUT, and DOI have studied the technology acceptance, similarly ECT and IS continuance model have focused on continuous use of technology. Advancement in technology, changing consumption patterns, availability of improved resources and infrastructure, changing demographics make it vital to study pre-existing models in the light of mobile apps. This paper builds on these theoretical models and explores the factors that trigger the app adoption and it's continuous among Indian consumers. The paper proposes a conceptual model for the adoption for two types of mobile apps i.e. utilitarian and hedonic. The paper proposes satisfaction and habit as mediating variables. They explain the mechanism behind the continuous usage of the app after its adoption.