Drawing on the innovation diffusion theory and conspicuous consumption theory, this study examines the post-usage responses from customers with varying levels of need for status after using mobile apps of different levels of social visibility. Contrary to some industry opinions, this research shows that a mobile app with low levels of social visibility might not be the optimal option to satisfy all customer groups, while a mobile app with high levels of social visibility is better received by customers who are high (vs. low) in need for status. Perceived status enhancement is the underlying mechanism explaining the effects.
|Original language||English (US)|
|Journal||International Journal of Hospitality and Tourism Administration|
|State||Accepted/In press - Jan 1 2019|
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management