The popularity of online mobile trading has led to an increase in the development of mobile stock trading applications. Despite this increase in popularity, there is a dearth of empirical studies that examine the factors influencing the continued usage intention of these applications (hereafter, apps). Drawing on stimulus-organism-response (S-O-R) theory, this paper investigates the features of stock trading apps that generate consumer engagement and consequently, continued app usage intention. In study 1, through semi-structured interviews, we establish four key drivers of customer engagement with stock trading apps, and two possible moderators influencing the relationship between customer app engagement and continued usage intention. In study 2, we examine these key drivers by surveying stock trading app users from three different Facebook stock trading communities. The results confirm that the social presence and security features of these apps are significantly associated with consumer stock trading app engagement. We also find that fear of uncertainty and perceived corporate hypocrisy weaken the effect of customer app engagement on continued app usage intention. The study findings add to the literature on app usage and customer engagement and provide insights for fintech service companies to help them understand the factors that enhance consumer engagement with these apps.

中文翻译：

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从参与到保留：揭示推动用户参与和持续使用移动交易应用程序的因素


在线移动交易的普及导致移动股票交易应用程序的开发增加。尽管受欢迎程度有所增加，但仍缺乏实证研究来检验影响这些应用程序（以下简称应用程序）持续使用意图的因素。本文借鉴刺激-有机体-反应 (S-O-R) 理论，研究了股票交易应用程序的特征，这些应用程序可以产生消费者参与度，从而产生持续的应用程序使用意图。在研究 1 中，通过半结构化访谈，我们确定了客户参与股票交易应用程序的四个关键驱动因素，以及影响客户应用程序参与度和持续使用意图之间关系的两个可能的调节因素。在研究 2 中，我们通过调查来自三个不同 Facebook 股票交易社区的股票交易应用程序用户来研究这些关键驱动因素。结果证实，这些应用程序的社交存在和安全功能与消费者股票交易应用程序的参与度显着相关。我们还发现，对不确定性的恐惧和感知到的企业虚伪削弱了客户应用程序参与度对持续应用程序使用意愿的影响。研究结果丰富了有关应用程序使用和客户参与度的文献，并为金融科技服务公司提供了见解，帮助他们了解增强消费者与这些应用程序的参与度的因素。