Abstract

The rapid growth of smartphone industry motivates companies to emphasize more on the elements of customers’
experiential value in the process of promoting their products and services. The objective of this research is to
evaluate the impacts of experiential value on the usage attitude towards the mobile apps among the smartphone
users. The survey research was conducted among the tertiary students in which most of them are heavy users of
mobile apps via the smartphones. A total of 550 sets of questionnaire were distributed in the survey and
judgemental sampling technique was adopted in this research. The research confirmed that both customer return
on investment (CROI) and playfulness have positive relationship with the usage attitude.

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