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This paper extends the current literature on app engagement to identify dynamic factors that affect app engagement and the value-creation pathway that connect these factors with app engagement.

Survey data were collected from 299 app users to test the proposed research model.

The study found that the perceived effectiveness of evolution content and that of evolution speed impose both individual and joint positive effects on app identity, which serves as the mediation mechanism that connects these dynamic factors with app engagement.

This study takes the user perspective to explore how user perceptions of the effectiveness of app evolution content and speed, which represent unique user experiences in the app context, cultivate app engagement by enhancing app identity. Specifically, this study reveals the intertwined relationship among perceived effectiveness of app evolution, app identity, and app engagement.