This study aims to identify the perception of users, regarding characteristics of retail mobile applications (apps) on perceived benefits and their impact on post-adoption behaviour. On 264 useful responses, exploratory factor analysis, confirmatory factor analysis and structural equation model were applied via using SPSS 22 and Amos 22. The results showed that mobile app features, that is, perceived ubiquity, perceived informativeness, perceived personalization and perceived entertainment significantly impact mobile app usefulness and playful engagement. Only perceived informativeness has an insignificant impact on playful engagement. Both mobile app usefulness and playful engagement have a significant impact on mobile app stickiness, whereas they do not have any impact on mobile app word of mouth (WOM). Mobile stickiness also has a significant impact on mobile app WOM. This study highlights the post-adoption behaviour of the consumer towards retail mobile apps and expands practical knowledge of consumers’ behaviour towards using retail mobile apps.
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