Consumer behaviour has changed dramatically with the digital revolution, especially in the alcoholic beverage industry, in which the online alcohol purchase (OAP) platforms become very popular. This study aims to examine the app-based antecedents (smartphone satisfaction, app usefulness and app aesthetics) on continuance intention, with the impact of harmonious and obsessive passion and the mediating role of satisfaction and habit in this relationship.
The investigation integrates the dual theory of passion and continuity theory. Data were collected from an online survey of 351 OAP users in West Bengal and Odisha, India. Structural equation modelling was used to test relationships among passion, satisfaction, habit and app-based factors.
Harmonious passion positively relates to users’ attitudes towards OAP platforms, while obsessive passion has no significant effect. Continuance intention is driven through satisfaction and habit, which mediate. User satisfaction is significantly predicted by the website’s security and interactivity; however, customisation and social factors do not directly have any impact.
Businesses should create genuine user interest and enjoyment and seamless and satisfying experiences. In addition, they must invest into good security and extendable capabilities. These plans are able to make users more satisfied, make them want to use the app as a habit and foster long term loyalty.
The study examines the relationship between passion, satisfaction, habit and app-related variables in online alcohol purchase. It adds to the existing body of literature on e-commerce and consumer behaviour as well as gives a macro picture of the effect OAP platforms have on user involvement and retention.
