Customer Experience and Continual Usage Willingness of Fresh Products APPs: Based on the Framework of the Cue Utilization Theory

From a perspective grounded in Cue Utilization Theory, this paper investigates the mechanisms through which customer experience affects continual usage willingness of fresh product APPs. By analyzing data from 356 consumers, our paper finds that customer experience impacts continual usage willingness of fresh product APPs by triggering customer inertia. It is also found that familiarity plays a moderating role in the relationship between customer experience and continual usage willingness of fresh product APPs.