Mobile consumer behaviour on apps usage: The effects of perceived values, rating, and cost

ABSTRACT

The rapid development of technology and the use of smartphones and mobile applications (apps) have become significant and influential in today’s living. Despite the growing amount of research on mobile app usage, little is known on the role they play in shaping the behaviour of the mobile consumer. By deploying the framework, this study revises Sheth’s fundamental propositions of consumption values. While the fit of values has been recognised by many behavioural studies, insight into the theoretical interface in the mobile communication studies remains unsubstantiated. Therefore, this study explores the perceived consumption values on mobile apps behaviour and investigates the role of the rating of the apps and cost in influencing the behaviour. A total of 392 questionnaires were collected through an online survey with 9 hypotheses examined. The analysis of the structural equation modelling determined a final model with four significant factors (functional, social, emotional, and conditional values). It confirmed that the usage is influenced by the apps rating and cost towards a certain degree. This study indicates the potential significance variables in mobile consumer literature and sheds light on mobile communication marketing in the area of apps marketing, specifically in designing an effective user-experience (UX) apps for mobile consumers.

KEYWORDS:

• Mobile apps marketing
• perceived values
• mobile communication
• mobile behaviour
• smartphone users

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Fundamental-Malaysia’s Research Star Award (FRGS-MRSA) [203.PCOMM.6711838].

Notes on contributors

Izzal Asnira Zolkepli

Izzal Asnira Zolkepli is a Senior Lecturer of Persuasive Communication at School of Communication, Universiti Sains Malaysia. She has over 6 years’ experience in the Industry and almost 12 years in Academics. Her research is cross-disciplinary at the intersection of digital marketing communication, digital consumer behaviour and communication technology management, focusing on engagement and acceptance of communication technologies that include social media, mobile apps communication and networked digital media. Dr Izzal’s has been recently conferred Malaysia’s Research Star Award (MRSA) by SCOPUS in recognition of her outstanding performance and contribution to the research field in Malaysia.

Sharifah Nadiah Syed Mukhiar

Sharifah Nadiah Syed Mukhiar is a Lecturer at the School of Communication, Universiti Sains Malaysia where she teaches in the Persuasive Communication Department. Apart from teaching, Dr Nadiah is also involved in consultancy and academic research projects from which she produced several research papers and a research book alongside her research group. Her area of research interest includes marketing communication, consumer culture and new media.

Chekfoung Tan

Chekfoung Tan has a PhD in Informatics from the Henley Business School, University of Reading. With a decade of academic and industrial experience in the IT sector, she applies innovative thinking in designing digital solutions. She is a practice-oriented researcher and published in the world-class conference such as the International Conference on Information Systems. She won the UWL Seed Grant in 2018 and successfully produced a conceptual digital business ecosystem for business organizations. Her current research focusses on Fintech adoption and digital marketing.