Authors - Sunandita Adhikary, Dipanwita Chakrabarty, Arunangshu Giri, Shamba Chatterjee, Dibyendu Rath, Soumya Kanti Dhara, Solanki Pattanayak, Samik Bagchi Abstract - The study evaluates how shopping engagement gets influenced by mobile apps in digital retail platform. In e-commerce platform it is important to understand user preference in the context of customization, quality of information, usability and interactivity. The present study investigates how these contextual parameters play a pivotal role in shaping users’ emotional and cognitive reactions. These reactions subsequently influence user engagement and purchase-related decisions. The study has proposed a structured framework to identify the antecedents’ influence on shopping engagement and how it shapes user satisfaction. The findings of the study shows that mobile app plays a crucial role in engaging user in digital retail platform and consequently users’ shopping engagement influence their choice satisfaction. The study has notable contribution for marketers and mobile app developers so that they can enhance users’ satisfaction and can achieve competitive advantage. The study has enriched existing literature as well by extending expectation confirmation theory in the context of shopping engagement through mobile application in digital retail platform.
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