Consumer Behavior on Mobile Applications

  • This thesis examined the stages problem recognition, search for information, pre-purchase evaluation and purchase of the decision-making process for productivity / utility applications. Firstly, the characteristics of mobile applications, the past literature of the stages of the decision making process and technology acceptance theories were reviewed. Based on the findings a new model, based on the particular stages and its relations to each other, was developed. Of all 15 hypotheses, which described the model, 8 were found to be statistically significant. The consumers’ interest in a productivity / utility application is caused by the desire for higher work efficiency or practicality, if the consumer believes that the application has the ability to fulfil this desire. This provides several practical implementations for marketers regarding the channel and type of promotions. Having interest in a mobile application, the application store and internal search are relevant information sources for the consumers to search for information. Especially the relevance of the internal search, emphasizes the importance of brand awareness for productivity / utility applications. Additionally, if the consumers search third-party independent sources, they inspect only a small number of the available relevant applications. Furthermore, involvement in mobile applications has a positive impact on the consumers’ extent of search. Finally, concerning the evaluation of the inspected productivity / utility applications, the performance expectancy, the ease of use and the price are relevant criteria for the consumer. This provides practical implementations for marketers and developers regarding development and promoting of productivity / utility applications.

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Metadaten
Author:Björn Plate
Advisor:Markus Hoch
Document Type:Bachelor Thesis
Language:English
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Release Date:2016/04/08
Degree Program:IBW - Internationale Betriebswirtschaft
Access Rights:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG