Abstract :

Super-apps, Integrated Digital Platforms Combining Payments, Commerce, Mobility, And Financial Services, Have Emerged As A Dominant Platform Strategy, Yet Empirical Evidence On The Managerial Drivers Of Retention And Cross-selling Remains Limited. This Study Examines How Key Managerial Levers, AI-driven Personalization, Engagement Architecture, Bundling Strategies, Trust-building Mechanisms, And Network Effects, Shape User Retention And Cross-vertical Adoption In Super-app Ecosystems. Drawing On Platform Economics And Behavioral Theory, We Develop And Test An Integrated Conceptual Model Using Survey And Behavioral Data From 602 Active Super-app Users In An Emerging Market. A Dual Structural Equation Modeling Approach Is Employed, Combining Variancebased PLS-SEM For Predictive Analysis With Covariance-based SEM For Model Validation. The Results Show That Personalization Is The Primary Economic Driver, Operating Through Perceived Relevance To Significantly Enhance Both Retention And Cross-selling. Bundling Strategies Exert The Strongest Indirect Effect On Cross-selling By Expanding Multiservice Adoption, While Engagement Architecture Promotes Habitual Use That Strengthens Retention. Trust And Platform Confidence Directly Influence Spending And Long-term Loyalty, And Network Effects Operate Mainly Through Perceived Platform Value Rather Than Structural Scale Alone. The Findings Demonstrate That Managerial Levers Function As Measurable Economic Assets Within Super-app Ecosystems. The Study Advances Theory By Integrating Platform Economics With Behavioral Mechanisms And Offers Actionable Guidance For Designing, Governing, And Optimizing Super-apps To Maximize Sustained User Value And Cross-vertical Monetization. Keywords: Bundling, Digital Platform, Managerial Levers, Personalization, Platform Economics

Published:

16-12-2025

Issue:

Vol. 25 No. 12 (2025)

Page Nos:

242-250

Section:

Articles

License:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite