Understanding word-of-mouth (WOM) intentions of mobile app users: The role of simplicity and emotions during the first interaction

Abstract

With the known poor user retention rates of mobile apps, mobile app developers and service providers can significantly benefit from positive word-of-mouth (WOM) as a cost-effective means to reach a critical mass. Many users abandon mobile apps after just a single use. As such, the first-time user experience of a mobile app is crucial as it might form a lasting impression about the app. However, little is known about some of the factors that can foster the creation of positive WOM intentions after a user’s first interaction with a mobile app. The main aim of the present study was to show how simplicity and emotions (based on the PAD model) could be used to understand WOM intentions of mobile apps users. Using a quasi-experimental design with 100 participants from South Africa, the study showed that simplicity and emotions (PAD model) were instrumental in shaping users’ satisfaction and WOM intentions. The findings have implications for emotional design in mobile apps, as well as for designing for simplicity.