Special Section on Research on Consumer Evaluation of Mobile Applications


The Australasian Journal of Information Systems (AJIS) has just published a
Special Section on Research on Consumer Evaluation of Mobile Applications
as part of the Information Systems Development section
with the following editorial and four articles:

Editorial for the Special Section on Research on consumer evaluation of mobile applications: Does interactivity matter?
Amit Shankar, Charles Jebarajakirthy, Pooja Kumari

[email protected]

doi: https://doi.org/10.3127/ajis.v25i0.3635

What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach
Abhishek Behl, Vijay Pereira

[email protected]

doi: https://doi.org/10.3127/ajis.v25i0.3203

The use of game design elements (often called gamification) by firms to engage the customers
has attracted attention in recent times. These game elements contribute to shaping up customer’s
motivation and loyalty. Gamification is explored from the lens of both empirical as well as an
experimental methodological standpoint. There still lacks substantial evidence that explains how,
and which types of rewards help to understand the customer's motivation. The study addresses this
gap by designing an experimental study of 2x2 to address how gamified mobile apps used for making
payments can help capture customer’s loyalty by offering them rewards. Data is collected from 385
customers who have been using mobile apps to make payments in the past. The data were tested to check
if gamification positively helps the user hedonic and utilitarian motivation, which then positively impacts
their loyalty. The study is also moderated by type of rewards (direct cash rewards v/s indirect
third party partnered rewards) on the relationship of gamification and customer loyalty mediated
through motivation. The results confirm that mobile payment apps' cash rewards are more useful,
especially when the degree of uncertainty in the game element is high (scratch card). A
dditionally, they contribute to a higher degree of utilitarian benefits to the customers.
The results contribute to the extension of the self-determination theory and stimulus organism
response framework as well.

Why have consumers opposed, postponed, and rejected innovations during a pandemic?
A study of mobile payment innovations
Shalini Talwar, Manish Talwar, Puneet Kaur, Gurmeet Singh, Amandeep Dhir

[email protected]

doi: https://doi.org/10.3127/ajis.v25i0.3201

The highly infectious nature of the COVID-19 virus has made the use of contactless payment methods
a health exigency. Yet, consumers are resisting using mobile payments (m-payments) during the pandemic,
a confounding behavior that needs to be better understood. The present study explicates this behavior
by examining consumer resistance to m-payments during the COVID-19 pandemic. In addition, it provides
more granular findings by measuring three levels of resistance/non-adoption, namely, postponement,
opposition, and rejection. In this way, the study adds depth to the literature, which has largely
examined resistance at an aggregate level to yield generic findings. Toward this end, the study
draws upon the Innovation Resistance Theory (IRT) to propose that usage, value, risk, tradition,
and image barriers influence the three levels of resistance/non-adoption differently.
An artificial neural network analysis (ANN) of the data collected from 406 non-users of m-payments
confirmed that the influence of the five barriers varies for the three levels of resistance/non-adoption.
The results further suggest that the usage barrier is the most significant contributor to opposition
and rejection intentions toward m-payments, whereas the image barrier is the most influential for
postponement intentions. This study thus makes a useful contribution to theory and practice.


Interactive app-based services: Recovery evaluations and the mediating role of satisfaction
in the relationship between customer-brand engagement and electronic word of mouth
Radhakrishna Bhimavarapu, Pankaj Kumar Mohanty, Anitha Acharya, Manish Gupta

[email protected]

doi: https://doi.org/10.3127/ajis.v25i0.3199

Based on the theory of co-creation and resource-based theory, this study examines the differential impact
of varying levels of customer participation in service recovery (firm, customer, and joint) on recovery
satisfaction, customer-brand engagement (CBE), and electronic-word of mouth (e-WoM). Besides,
using social exchange theory, this study examines the mediating role of consumers’ recovery
satisfaction in the relationship between the types of service recovery and electronic
word of mouth (e-WoM). The data to accomplish the research objectives was collected from 495 customers
of interactive food delivery apps in India. The experimental design was used to collect the data.
The multivariate analysis of variance (MANOVA) and PROCESS macro techniques were used to test the hypotheses.
The findings suggest that joint recovery results in better recovery evaluations such as CBE,
recovery satisfaction, and e-WoM. Also, recovery satisfaction mediated the relationship between
CBE and e-WoM. These findings provide empirical evidence for the linkages among the theory of
co-creation, resource-based theory, and social exchange theory. The marketers of interactive food
delivery apps may use these findings to ascertain which recovery type they should emphasize to improve
recovery satisfaction. Moreover, they are encouraged to take steps for improving recovery satisfaction
as CBE affects e-WoM through recovery satisfaction.


Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
Deepak Sangroya, Rambalak Yadav, Yatish Joshi

[email protected]

doi: https://doi.org/10.3127/ajis.v25i0.3105

In recent times gamification has increasingly been used by brands through smartphones to interact
effectively with their consumers. The core assumption for creating gamified environment is that it
will develop engagement with the consumer and motivate them to use their product or services.
However, beyond this assumption, there is dearth empirical evidence regarding how much effective
these gamified features are in engaging consumers. Therefore, this research analyses the relationship
between flow, brand engagement, self-brand connection and brand usage intent among consumers (N = 360)
of two gamified mobile applications. The findings show that the multidimensional construct flow formed
by five dimensions i.e. challenge, feedback, autonomy, immersion, and interaction positively associates
with cognitive brand engagement and emotional brand engagement. Additionally, both these forms of
brand engagement further strengthen consumers’ brand connection and motivate them for further use.
These results imply that gamified environment can augment consumer engagement with brand and
further increase usage intention. Therefore, gamification can be an effective technique in
brand management and brand managers can use it to strengthen relationship with consumers and increasing
possibility of using their brands.