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

Zolkepli, Izzal Asnira, Mukhiar, Sharifah Nadiah Syed and Tan, Chekfoung ORCID: (2021) Mobile consumer behaviour on apps usage: the effects of perceived values, rating, and cost. Journal of Marketing Communications, 27 (6). pp. 571-593. ISSN 1352-7266

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Tan_etal_JMC_2020_Mobile_consumer_behaviour_on_apps_usage_the_effects_of_perceived_values,_rating,_and_cost.pdf - Accepted Version

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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.

Item Type: Article
Identifier: 10.1080/13527266.2020.1749108
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Communications on 03/04/2020, available online:
Keywords: Mobile apps marketing, perceived values, mobile communication, mobile behaviour, smartphone users
Subjects: Business and finance > Business and management > Business systems
Computing > Innovation and user experience > Usability
Social sciences > Communication and culture
Related URLs:
Depositing User: Chekfoung Tan
Date Deposited: 05 Apr 2020 10:03
Last Modified: 06 Feb 2024 16:02


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