‘Regrettable-escapism’ the negative effects of mobile app use: A retail perspective

McLean, Graeme, Al-Nabhani, Khalid and Marriott, Hannah ORCID: https://orcid.org/0000-0002-4439-1213 2022. ‘Regrettable-escapism’ the negative effects of mobile app use: A retail perspective. Psychology and Marketing 39 (1) , pp. 150-167. 10.1002/mar.21584

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Abstract

Despite the enhanced shopping opportunities that mobile devices offer to consumers, there is a fine line between consumers enjoying the mobile shopping process and them regretting the time spent involved in it. Through the lens of Uses and Gratifications Theory (U>) and drawing on Flow Theory, this study aims to understand the effects of consumers' interactions with mobile shopping apps on their intention to reuse the app in the future, loyalty towards the brand and brand reputation. Study 1, through a questionnaire (n = 1024), provides insight into the positive and negative relationships between Utilitarian and Hedonic gratifications on intentions to reuse a retailer's mobile app, loyalty towards the b,rand and the brand's reputation. Through undertaking 24 in-depth interviews, Study 2 provides deeper insight into these relationships to uncover the complex nature of the negative effects of escapism. Findings demonstrate that the addictive nature of retailers' shopping apps lead to regrettable escapism. The flow state of mind experienced during escapism, becoming engrossed and notions of time-distortion, leave consumers with feelings of guilt and frustration due to the perceived wasted time spent on the retailer's app. Accordingly, this study advances theoretical understanding of escapism and its negative effects with ubiquitous, portable smartphones. The research provides implications for retailers and policy makers, while offering avenues for future research.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Wiley
ISSN:	0742-6046
Date of First Compliant Deposit:	29 September 2023
Date of Acceptance:	12 August 2021
Last Modified:	20 Nov 2023 12:30
URI:	https://orca.cardiff.ac.uk/id/eprint/162844

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