LATEST PSYCHOLOGY

Abstract This study investigates two decision‐making paths that underpin the continued use of branded apps. One path originates from past use of a category of apps and leads to continued use of a branded app from that category via recognition. The second path also starts with past use, but leads to continued use through the evaluation of the app's benefits. Two empirical studies test and subsequently validate the resulting conceptual model, confirming that both paths underpin continued use;...

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