| Summary: | 碩士 === 國立政治大學 === 資訊管理學系 === 106 === The development of mobile applications (apps) has increased significantly as smart devices have become widely available. With the app market expected to become increasingly competitive, it is crucial for app marketers to focus on effective marketing communications. This study aims to identify the key factors that influence mobile device users’ decisions to spend money on apps.
Our study builds on mental accounting theory to formulate a fundamental framework and to investigate the process by which spending intentions are formed. We further introduce ‘flow’ as a moderator to help us better discern the explanatory power of actual purchases. Quantitative confirmatory investigations with a large-sample survey and logistics regressions are carried out in this study.
The findings indicate that utility assessment (or the assessment of a product’s monetary worth in the purchase decision-making process) is extremely important for affecting spending intention. In addition, our research model and results indicate that app spending intention and in-app spending intention are formed in similar ways. Last but not least, we find that the level of flow state affects the likelihood of actual purchase, which helps to explain the necessity for app companies to update functions or to launch various new services if they hope to keep attracting consumers.
This study contributes to the understanding of app purchasing, which is an important aspect of mobile commerce. We consider that the study’s findings can increase our knowledge and conceptualisation of app purchases.
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