The relationship between retailer app use, perceived shopping value and loyalty: the moderating role of deal proneness

Purpose This paper studies the effects of retailer app use on perceived shopping value and loyalty toward retailer. It also investigates whether deal proneness moderates relationship between value. Design/methodology/approach A sample 427 French consumers took part in an online survey inquiring about a recent experience. The authors compared customers who used during their experience with those did not. Mediation moderated mediation using PROCESS were performed to identify improves intentions through value, as moderator. Findings results show positive direct effect loyalty. is mediated by utilitarian hedonic values. highlight fact that both values More specifically, retail significantly increases for deal-prone customers. Originality/value In age omnichannel retailing, this study offers potential contributions improve theoretical knowledge impact apps retailer–customer relations, helping businesses develop implement appropriate app-related strategies.