This study examined the relationship between mobile retail app design and user motivations, utilizing the Kaufland app as a case study. The study employed the Mobile Platform Walkthrough approach and the Uses and Gratifications Theory (UGT) to answer the two research questions, with the primary aim of understanding the engagement-related affordances and functions embedded in the Kaufland app and how they reflected the app’s intended user behavior. Also, to understand how users perceived their motivations and gratifications when using the Kaufland app, as interpreted through the Uses and Gratifications Theory (UGT).
The study adopted a qualitative study approach by using a dual-lens method: the platform walkthrough was used to analyze the app design, functionality and affordances to determine developer intentions, as well as a semi-structured interview was conducted with active users and delved into self-reported motivations, perceived gratifications, and patterns of engagement of the Kaufland app.
According to the findings, the Kaufland app includes a variety of affordances, such as personalization, transactional features, loyalty mechanisms, temporal and spatial affordances, and social features, that reflected a design intent to encourage habitual use, improve shopping convenience, and promote loyalty. User motivations varied, with strong emphasis on information seeking, economic benefit, convenience, loyalty, and rewards accumulation. Notably, several capabilities were underutilized due to low knowledge or perceived usefulness.
The study contributed to mobile retail research by combining platform analysis and user interviews to provide a comprehensive knowledge of engagement. Practical implications included clearer future communication, better and refined personalization in mobile retail apps. Limitations included the lack of behavioral analytics and comparative analyses. Future studies should look into the comparative analyses of retail apps and incorporate behavioral usage data.