Research on the impact of customer perceived support and commitment on continuous engagement behavior — Based on the perspective of mobile APP users

Abstract

Mobile media technology had got a rapid development in the whole world because of the characteristics of the availability and practicability, such as smartphones and tablet computers. Nowadays, people often use mobile devices through a mobile application (APP). But few studies had been conducted to examine why the mobile customers engaged into the mobile application consistently. This study established a mobile application customer engagement model to carry on the investigation and research about mobile application of customers' continuous engagement behavior. The results showed that mobile customer perceived support and commitment affected the continuous customer engagement, and customer commitment was the intermediary variable of customer perceived support and continuous mobile engagement behavior.