From engagement to retention: Unveiling factors driving user engagement and continued usage of mobile trading apps

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.