Love too deep or hard to leave? A study of mobile application loyalty

Jialin Wu, Chen Bai, Shun Ye, Rob Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review


With the increasing choices of mobile Applications (Apps) for tourism purchasing, it is essential for Apps operators to understand how to retain customers so as to ensure long-term profits. This study was designed to investigate the formation of App loyalty from a habit theoryperspective. The results of Multigroup Structural Equation Modelling support our model, and indicate that the positive association of App satisfaction on App loyalty is stronger for bookers who do not stick to one brand from computer website to mobile App; furthermore, for those who are with high brand viscosity, habit and switching cost plays an important role in leading to App loyalty. Methodological and implications are also discussed.

Original languageEnglish
Pages (from-to)696-705
Number of pages10
Journale-Review of Tourism Research
Issue number5
Publication statusPublished - 1 Jan 2020


  • Brand viscosity
  • Habit
  • Loyalty
  • Mobile App
  • Multigroup structural equation modelling
  • Switching cost

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation

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