Super App Adoption Intention: Framing, Usefulness and Consumer Value in an Interactive Experiment.

Across parts of Asia, Super Apps such as WeChat, Alipay and Grab have brought payments, shopping, transport and other everyday services into a single digital ecosystem. Could a similar model take hold in Europe, where markets, institutions and regulation have followed a different path? This thesis focuses on the people who would have to choose to use it. Their willingness to bring everyday activities together within one platform is central to understanding what an integrated ecosystem could become in a European setting. Drawing on platform strategy and technology adoption theory, the thesis explores how the promise of convenience meets questions of trust, privacy and perceived value. It then moves from theory to direct experience through DailyHub, an interactive Super App prototype developed for this research. In an online study, 119 participants explored the simulated app after being introduced to it through either a convenience and value or a privacy and control framing. The study uses this encounter to examine how consumers respond to integrated services when they can explore a version of them for themselves. It adds a consumer perspective to a wider strategic question: what might make the Super App concept meaningful and credible to prospective users in Europe?