A study of user's intention to purchase paid mobile apps

摘要

While many reports indicate that the mobile application (app) market will be huge, little is known about why users have an intention to purchase paid apps. This study proposes a behavioral model by amending expectation confirmation model and incorporating app rating, free alternatives to paid apps and habit as belief-related constructs to predict users' behavior. Data will be collected via online survey. We believe the results may provide further insights into app marketing strategies.