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Erschienen in:
2014 | OriginalPaper | Buchkapitel
Determining Uses and Gratifications for Mobile Phone Apps
verfasst von : Yu-Hsiang Lin, Cheng-Hsi Fang, Chia-Lin Hsu
Erschienen in: Future Information Technology
Verlag: Springer Berlin Heidelberg
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Mobile phone applications (apps) have been widely used in mobile marketing, but nothing is known about app user motives to adopt and use a particular app. This study employs the uses and gratifications (U&G) approach to develop a typology for the motives of app users to adopt an app, and further examines whether user motivations will influence their attitude and addiction to apps. A sample of 441 mobile phone app users was employed to generate information on the structure of user motives to adopt apps. The findings suggest that social benefits, immediate access & mobility, entertainment, self-status seeking, pursuit of happiness, information seeking, and socializing are the primary factors driving app user’s adopting behavior. These motivations explain 53% of the variance in user addiction to apps and 58% of the variance in user attitudes to using apps.