2.0 Introduction
This chapter outlines the theoretical foundation of the study. It begins by defining the ideal framework of super-apps, tracing their evolution from single-use applications to consolidated digital ecosystems. It then introduces key models of user experience, with particular emphasis on the Technology Acceptance Model (TAM) as a means of understanding why such apps are adopted. The discussion then turns to user cognitive load, examining the challenges associated with feature creep. Finally, the chapter concludes with an in-depth exploration of cross-cultural comparisons, focusing on the historical resistance within Western contexts and identifying the gap that this dissertation aims to address.
2.1 The Ideal Framework of Super-Apps
A super-app could be described as an all-in-one tailored ecosystem that offers a wide range of services. This may include food delivery, online shopping, social, ride-sharing and finance. When using super-apps, users no longer need to switch between multiple apps; think of it as an “Everyday Everything App” (1) that offers a seamless user experience.
Roa et al defines super apps as “mobile applications that in the same environment seek to satisfy different daily needs of consumers without requiring them to download another application” (1).
The concept of super-apps was discovered by majority asian platforms, apps such as WeChat, LINE, and Alipay all evolved from single-use apps into super-apps (1). WeChat started as a messaging app, then expanded by adding WeChat Pay, which is currently used worldwide as a form of Point Of Sale (POS).
Similar apps that are used in the West, such as Uber and PayPal, are in the transition of exploring the super app model (2). In 2014, Uber expanded and hard-launched Uber Rush and Uber Eats; these services changed Uber’s fundamental values, and it no longer became a transport app and began its journey into Super app status (1).
The Ideal framework for a super-app is built on a few key points. Firstly, they begin as a scalable, primarily financial origin. An open ecosystem that offers third-party integration is a must. This allows the platform to expand with time naturally.
The path towards a super-app:
This diagram shows the five key stages of an application's evolution into a super-app.
The journey begins with a scalable, single-use app focused on one core function. It then expands by integrating other services to add more capabilities. The next step is opening the platform to third-party partnerships, which broadens its ecosystem (3).
As an app grows, it uses reliable user data to enhance its services and reach new heights. This leads to the creation of a complete, all-in-one super-app platform. This model thrives as it’s built on the ideas of consolidation and network effects. Consolidation makes life easier for users by cutting down on hassle and keeping them within the ecosystem. This leads to strong network effects as more people join the platform, making it more valuable, drawing in more partnerships and services. (3).
2.2 Models of User Experience