Measuring and Validating Mobile App Convenience (M-App-Conv) Framework: A Cross-Country Study

Mobile apps have emerged as a leading digital tool for marketers to leverage consumers' desire for convenience. Existing scales for measuring convenience in e-commerce do not capture the nuances specific to mobile apps. Using a mixed-method approach, we develop a multidimensional mobile app convenience (M-app-Conv) scale unique to mobile apps. The proposed instrument exhibiting robust psychometric properties across multiple samples captures the following dimensions- accessibility, searchability, evaluability, customizability, transactability, order fulfillment, post-order service, and operability. These dimensions are unique and distinctive and integrate to form a hierarchical second-order M-app-Conv factor. Moreover, respondents demonstrate a consistent conceptualization of the instrument across different nations, supported by evidence of measurement invariance. The M-app-Conv instrument contributes to the service literature and has management implications for retail businesses.