Willingness to Pay and Disposition Toward Paying for Apps: The Influence of Application Reviews

Christopher P. Furner and Robert Zinko
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Christopher P. Furner: Department of Management Information Systems, East Carolina University, Greenville, NC, USA
Robert Zinko: Texas A&M University -- Central, Texas, USA

International Journal of E-Services and Mobile Applications (IJESMA), 2018, vol. 10, issue 1, 13-33

Abstract: This article describes how mobile application adoption is growing dramatically. However, only a small proportion of mobile apps are paid for. This leads to the question: which factors dispose an individual to be willing to pay for an app? Using uncertainty reduction theory as a framework, along with transaction cost economics, this study considers several individual level, app and app review characteristics which may influence willingness to pay. An experiment is conducted using a mobile application marketplace simulator and 4 application reviews are developed which vary in terms of information quality and app utility. Also measured are several individual characteristics. Findings suggest that individuals who have a disposition toward paying for apps and those who score low in terms of mobile computing self-efficacy are willing to pay more for apps. Also, individuals are willing to pay more for hedonic apps than utilitarian apps. Finally, there is a positive relationship between both history of paying for apps and trusting disposition on disposition toward paying for apps.

Date: 2018
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International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

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