The Impact of Mobile App Adoption on Cross-buying: The Moderating Roles of Product Category Characteristics and Adoption Timing

•App adoption leads to an increase in cross-buying by 31.92%.•The increase in cross-buying is higher for hedonic (vs. utilitarian) products.•Perceived risk does not moderate the impact of app adoption on cross-buying.•Earlier app adopters engage in more cross-buying than later adopters.•App adoption timing's effect decreases over time and for new customers.