Millennials’ Adoption of Radio Station Apps: The Roles of Functionality, Technology, Media, and Brand Factors

Abstract

To adapt to Millennials’ mobile-centric lifestyle, the U.S. radio broadcasters are integrating mobile apps into their services. Through a national survey, this study explores Millennial radio users’ functionality preferences regarding station-specific apps from radio stations, and factors affecting their adoption intentions and actual adoption behaviors of such apps. The potential contribution of these apps to brand loyalty is also examined. Three types of factors are investigated: technology, brand, and media factors. The results suggest that all of them affect adoption and loyalty building. As such, this study contributes to the literature of technology acceptance, mobile marketing, and media management.