Branded App Usability: Personalisation

What it measures

Three items assess whether a branded mobile app makes users feel like unique and individually catered-to customers. Baek and Yoo (2018) developed this scale as one of five subscales measuring branded app usability, defined as the extent to which a mobile app enables effective task completion during brand–consumer interactions. Development involved literature reviews, focus groups, expert review, EFA, and CFA with 319 U.S. smartphone users. AVE was .62.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• The branded mobile app makes me feel that I am a unique customer.
• I believe that the branded mobile app is customized to my needs.
• The push notifications and promotions that the branded mobile app sends to me are tailored to my situation.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Convergent, discriminant, and nomological validity were all supported. Two companion subscales appear in this database (speed, user-friendliness); the original paper contains five subscales in total.

Recommended companion scales

Citation

Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47(1), 70–82.

Keywords