揭秘用户对智能手机应用的依恋:价值取向视角

IF 4.1 Q2 BUSINESS
Souvik Roy, Ankit Kesharwani, Ashish Gupta
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引用次数: 1

摘要

本研究旨在了解应用功能如何提高智能手机应用在用户中的留存行为。基于文献综述,我们确定了影响应用程序自连接和应用程序自我突出的五个特征(关系特征、自我一致性、呈现风格、新颖性和社会联系),而应用程序自连接和应用程序自我突出最终预测应用程序用户的情感承诺和行为依恋(即口碑)。从价值取向的角度来看,应用程序可以分为三类,即(i)功利应用程序,(ii)享乐应用程序,(iii)社交网站应用程序。为了增强研究的普遍性,我们收集了750名活跃应用用户的数据,即来自每个类别的250名受访者,并进行了多组不变性分析,以确定每个类别的应用对应用保留行为的显著影响。分析的实证结果突出了这五种应用功能在三类智能手机应用中所表现出的不同价值。这些发现有助于应用营销人员和应用开发者更深入地了解各自类别的应用功能,从而获得预期的商业成果。本研究的独特性在于其提出的整体框架,该框架概念化了应用程序的特定功能,营销人员可以专注于开发用户想要的设计更好的应用程序。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Demystifying User’s Attachment of Smartphone Apps: A Value Orientation Perspective
Abstract This study aims to understand how features of an app can enhance smartphone app retention behavior among its users. Based on the literature review five features (relationship features, self-congruity, presentation style, novelty, and social connection) have been identified to influence the app self-connection, and app self-prominence, which in turn, eventually predict the affective commitment and behavioral attachment (i.e. word of mouth) of the app users. From a value orientation perspective, apps can be classified under three categories, namely, (i) Utilitarian apps, (ii) Hedonic apps, and (iii) Social network sites apps based on their usage and functionality. To enhance the generalizability of the study, data were collected from 750 active app users, i.e. 250 respondents from each category and a multi-group invariance analysis was performed to determine the significant effect of each category of apps on app retention behavior. The empirical results of the analysis highlighted the differential values exhibited by these five app features across three categories of smartphone apps. The findings escort the app-based marketers, and app developers to have a more sophisticated understanding of the respective category app features for desired business outcomes. The uniqueness of the present study is highlighted in its proposed integral framework that conceptualizes specific features of an app that the marketers can focus on to develop better-designed apps the users want.
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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