Mobile apps are one of today’s consumers’ primary purchase and information search conduits. The key to their success lies in perceived consumption values. However, the impact of these values on retailer performance has been the subject of only a few studies. This study aims to comprehend how various consumption values, as suggested by the mobile value scale (MVAL-SCALE), impact mobile app satisfaction (MAS) and mobile app loyalty (MAL). To address this gap, this study adopts the stimulus–organism–response model as the theoretical underpinning.
Data, collected from 893 mobile app users, were analysed using structural equation modelling and bootstrapping.
The results found a significant influence of various consumption values on MAS. Furthermore, informational, convenience, customisation and system credibility values impacted MAL significantly, whereas the impact of the other values could not be confirmed positively. Analysis of the mediating effect of MAS identifies effects that have not yet been documented in the literature.
To the best of the authors’ knowledge, this research is the first to build on existing mobile app consumption values literature based on the MVAL-SCALE. This study suggests that retailers should make their mobile apps more effective and efficient through consumption values management as a means of enhancing MAL.
