Key Factors Influencing Consumer Adoption Intentions of Super Apps in Germany

Abstract

This study analyzes consumer adoption intentions of super apps in Western countries, where widespread implementation lags behind other world regions, despite tech giants' aspirations. Primary data was collected through a representative online survey in Germany (N =1,019). Leveraging the UTAUT2 framework extended with perceived risk, structural equation modeling (SEM) was utilized to examine adoption intentions and contributing factors. Overall, our results show that smartphone users in Germany are ready to adopt super apps. Performance expectancy and price value are the most influential predictors to explain adoption intentions, while perceived risk has a significant negative impact. Notably, among socio-economic factors, only gender was significant, with males being more likely to adopt super apps. Prospective super app providers should therefore prioritize features that deliver both utility and economic value to consumers. Building trust through transparency and collaborating with local businesses are crucial for success in markets like Germany. Finally, to maximize market penetration as well as increasing acceptance, the needs and preferences of female consumers need to be addressed explicitly.