The effect of flow experience on reuse intention of mobile navigation apps: The mediating role of location-based mobile service quality

Erdem Ozkan; Bahar Yasin; Aylin Ecem Gursen; Habib Mehmet Akpinar

The effect of flow experience on reuse intention of mobile navigation apps: The mediating role of location-based mobile service quality

Erdem Ozkan ^[1] ; Bahar Yasin ^[1] ; Aylin Ecem Gursen ^[2] ; Habib Mehmet Akpinar ^[3]
1. [1] Istanbul University
  
  Istanbul University
  
  Turquía
2. [2] Galatasaray University
  
  Galatasaray University
  
  Turquía
3. [3] Haliç University
  
  Haliç University
  
  Turquía
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Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 20, Nº. 1, 2024, págs. 1-19
Idioma: inglés
DOI: 10.18089/tms.20240101
Títulos paralelos:
- O efeito da experiência de flowna intenção de reutilização de appsde navegação móvel: o papel mediador da qualidade do serviço móvel baseado na localização
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- Texto completo (pdf)
Resumen
- português
  Este estudo visa determinar o efeito da experiência de flowdos consumidores na intenção de reutilizar appsde navegação móvel e revelar o papel mediador da qualidade do serviço móvel baseado na localização. Os dados foram recolhidos através de um inquérito em linha a 513 inquiridos que utilizavam ativamente appsde navegação móvel e analisados através de modelação de equações estruturais e análise de mediação. Demonstrou-seque a experiência de flowafecta a intenção de reutilizar appsde navegação e que a qualidade do serviço móvel baseado na localização é mediadora deste efeito. Quando o papel mediador da qualidade do serviço baseado na localização foi testado, o efeito direto da experiência de flowna intenção de reutilização tornou-se insignificante. A informação, a fiabilidade e a qualidade do designsão as dimensões mais significativas da qualidade dos serviços baseados na localização. Este estudo contribui substancialmente para a literatura sobre marketing de serviços. Fornece, também,informações aos profissionais sobre a forma de conceber propostas de serviços e os processos de realização de appsde navegação móvel.
- English
  This study aims to determine the effect of consumers' flow experience on their intention to reuse mobile navigation apps and reveal the mediating role of location-based mobile service quality in this effect. Data were collected through an online survey of 513 respondents who were actively using mobile navigation apps and analyzed using structural equation modeling and mediation analysis. The results reveal that flow experience affects the intention to reuse mobile navigation apps and that location-based mobile service quality mediates this effect. When the mediating role of location-based service quality was tested, the direct effect of flow experience on reuse intention became insignificant. Information, reliability, and design quality are the most significant dimensions of location-based service quality. Considering the limited number of studies on mobile navigation services, particularly user behavior, this study contributes substantially to services marketing literature. In addition, this study provides insights for practitioners on how to design service proposals and the realization processes of mobile navigation apps.
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