Mobile app stickiness (MASS) and mobile interactivity: A conceptual model

Nearly 30% of US residents now use smartphones. The rise in the use of mobile devices has been symbiotic with the meteoric growth of mobile application marketplaces. Several industry reports indicate that consumers do not use most apps beyond the first 3 weeks of download. This poses an important question: what factors affect consumers' stickiness to apps? The goal of this study is to develop a framework of how various app features are likely to affect consumers' perceptions of interactivity and develop a set of testable propositions related to mobile application stickiness (MASS). The framework is built on the basis of a comprehensive review of inter-disciplinary literature on interactivity and online loyalty as well as qualitative data from focus groups and text analysis of mobile app reviews. The study provides key avenues for research into an exciting new phenomenon that is transforming modern business.