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Research of Mobile Phone Application Store Based on User Adoption

Author: CaiKe
Tutor: ZhangJinLong
School: Huazhong University of Science and Technology
Course: Management Science and Engineering
Keywords: Mobile Commerce Application Store User Adoption Technology Acceptance Model
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 165
Quote: 3
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Abstract


With the development of technology, global Internet / mobile Internet business expanded rapidly. Then Apple launched its own mobile application store - App Store, and created a completely new business model. The greatest feature of the business model is open and it provide a sales platform for mobile application developers. So developers can communicate directly with consumers. It integrates the partners’resources in industry chain, and is not only e-commerce but also mobile commerce. Once launched, App Store got great success. In less than two and a half years after online, there were more than 30 million mobile applications and over 6 billion downloads. Now all handset manufacturers and mobile operators are following. Why could App Store achieve such great success? What should Chinese mobile operators do to grow and develop in this opportunity? We should study this question in the research.In this paper, firstly we review the concepts of mobile commerce, mobile application store, and theoretical concepts about user adoption. Then after a comparasion with some representative mobile application stores, we find that the mobile application store of Chinese mobile operators have certain advantages. Next we construct a user adoption model in mobile application store based on TAM and network externality theory and assume 12 conjectures, then prove that 10 of the 12 conjectures are reasonable: TAM model can be used to analyze the consumer adoption of App Store, The Perceived Cost very significantly affect The Attitude Toward Use, The Network Externality significantly affect on the Perceived Usefulness and Attitude Toward Use, Perceived Reliability significantly affect on Attitude, Perceived Entertainment significantly affect on the use of attitude.Finally, according to the relevant conclusions, give a few suggestions to the development of China’s App Store: reduce the price of consumer perception of App Store to improve the mobile application store network externality effects, increase consumer use of App Store and useful stores of awareness, increase consumer awareness of the reliability of App Store, enhance consumer perception of App Store.

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