Understanding the sequential interdependence of mobile app adoption within and across categories

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI:10.1016/j.ijresmar.2023.06.004

Xiaochi Sun , Xuebin Cui , Yacheng Sun

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引用次数: 0

Abstract

This research examines the interdependencies in users’ sequential app adoptions within and across diverse app categories. We employ a Zero-inflated Negative Binomial (ZINB) model to analyze a unique, granular, and individual-level mobile app adoption dataset, revealing three main findings. First, users’ app adoption decisions are highly history-dependent and category-specific in a nonlinear fashion. Early adoption can enhance subsequent downloads within the same category for app categories with high needs evolvement and horizontal differentiation (e.g., Game and Education apps). However, it may crowd out subsequent downloads in other categories with low needs evolvement and horizontal differentiation (e.g., Communication and Social media apps). Second, these effects are further moderated by users’ individual characteristics such as app usage tenure and phone price. Third, there exist nontrivial app adoption spillovers across app categories. For example, users’ adoptions of apps with relatively high hedonic values (e.g., Game and Music apps) can suppress their subsequent need for apps with relatively high utilitarian values (e.g., Education and Online banking apps), and vice versa. Together, these results offer novel managerial implications for app developers and platforms to promote apps in different categories based on users’ adoption histories.

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了解手机应用采用在类别内和类别间的顺序依赖关系

这项研究考察了用户在不同应用类别内和不同应用类别之间顺序采用应用的相互依赖性。我们使用零膨胀负二项（ZINB）模型来分析一个独特的、细粒度的、个人级别的移动应用采用数据集，揭示了三个主要发现。首先，用户的应用程序采用决策高度依赖于历史，并且以非线性的方式特定于类别。对于具有高需求演变和横向差异的应用类别（例如游戏和教育应用），早期采用可以增强同一类别内的后续下载。然而，它可能会排挤其他需求演变和横向差异较小的类别（例如，通信和社交媒体应用程序）的后续下载。其次，这些影响进一步受到用户个人特征的调节，如应用程序使用期限和电话价格。第三，应用程序类别之间存在显著的应用程序采用溢出效应。例如，用户采用具有相对较高享乐价值的应用程序（如游戏和音乐应用程序）可以抑制他们对具有相对较高功利价值的应用（如教育和网上银行应用程序）的后续需求，反之亦然。总之，这些结果为应用程序开发人员和平台根据用户的采用历史推广不同类别的应用程序提供了新的管理启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Research in Marketing BUSINESS-

CiteScore

11.80

自引率

4.30%

发文量

审稿时长

66 days

期刊介绍： The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.