Achieving mobile shopping app engagement is challenging and far more difficult to sustain in a fiercely competitive online business landscape. The aim of this study is to investigate the relationship among virtual try-on, recommendation agent, choice process satisfaction, monetary savings, customer engagement, app evangelism and cart abandonment using stimulus-organism-response (SOR) theory in the context of shopping apps. A partial least squares-based structural equation modelling approach was utilized to evaluate the presented hypotheses with a sample of 482 respondents who utilized mobile applications for shopping. A multigroup study was conducted on subgroups categorized by gender, income and education. The findings indicate that monetary savings, recommendation agents, choice process satisfaction and virtual try-on positively impact shopping app engagement in a given order, which in turn impacts app evangelism and cart abandonment. A multi-group investigation indicates that the factors influencing shopping app engagement vary among different customer segments. The research provides a novel framework for the drivers and outcomes to contribute to a deeper understanding of mobile shopping app engagement. This study offers practical and theoretical implications for marketers and scholars studying shopping app engagement based on its findings.
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