Super App on Demand: Exploring the Impact of Service Synergy on Willingness to Use a New Service
學年 112
學期 2
出版(發表)日期 2024-06-27
作品名稱 Super App on Demand: Exploring the Impact of Service Synergy on Willingness to Use a New Service
作品名稱(其他語言)
著者 Fang, Yu-Hui
單位
出版者
著錄名稱、卷期、頁數 Electronic Commerce Research and Applications 67, 101430
摘要 People prefer managing diverse activities within a “Super App,” driving the need for additional services to monopolize users’ time continually. In advancing this emerging theme, we present a model integrating synergy and brand extension theories to deepen the understanding, from the user’s perspective, of how an established super app (LINE) influences the launch of a new service (LINE Shopping). Focusing on their unique synergy, a phenomenon absent in single-purpose apps, we introduce the novel concept of expected service synergy. We establish five enabler-synergy linkages and one synergy-use linkage, empirically supporting all the hypotheses with survey data from 814 LINE users. Finally, enablers associated with LINE (perceived external prestige and brand competence), LINE Shopping (complementarity and compatibility), and their relationship (perceived fit) significantly contribute to expected service synergy. This synergy is crucial in motivating users’ willingness to utilize LINE Shopping. Our findings offer actionable guidelines for super app practitioners and researchers.
關鍵字 Synergy theory;Brand extension theory;New service adoption;Mobile app;Mobile shopping
語言 en
ISSN 1873-7846
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度
國別 USA
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/125829 )