App download decision from the perspective of Transaction Costs influence on App revenue model
Despite the huge market size of mobile applications and the large number of involved stakeholders fewresearch about app users’ intentions to download apps and factors affecting their decision had been carriedout. Current study examine app download decision from a transaction costs perspective and th...
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| Format: | Others |
| Language: | English |
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Blekinge Tekniska Högskola, Institutionen för industriell ekonomi
2017
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:bth-15352 |
| Summary: | Despite the huge market size of mobile applications and the large number of involved stakeholders fewresearch about app users’ intentions to download apps and factors affecting their decision had been carriedout. Current study examine app download decision from a transaction costs perspective and the effect of itselements on app download taking into consideration free and paid revenue model type for app. An onlinesurvey is developed to collect field data. One hundred and one valid response are obtained and used to testthe proposed research model. The findings indicated that transaction costs for app and market weresignificant driving factors that negatively impacted download for free model. Temporal asset specificityshowed to be an essential driving factor for app download. The research model gave positive indicationsabout transaction costs theory being a good framework to analyze app download decision. |
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