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Willingness to Pay and Disposition Toward Paying for Apps: The Influence of Application Reviews

Willingness to Pay and Disposition Toward Paying for Apps: The Influence of Application Reviews

Christopher P. Furner, Robert Zinko
Copyright: © 2018 |Volume: 10 |Issue: 1 |Pages: 21
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781522543664|DOI: 10.4018/IJESMA.2018010102
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MLA

Furner, Christopher P., and Robert Zinko. "Willingness to Pay and Disposition Toward Paying for Apps: The Influence of Application Reviews." IJESMA vol.10, no.1 2018: pp.13-33. http://doi.org/10.4018/IJESMA.2018010102

APA

Furner, C. P. & Zinko, R. (2018). Willingness to Pay and Disposition Toward Paying for Apps: The Influence of Application Reviews. International Journal of E-Services and Mobile Applications (IJESMA), 10(1), 13-33. http://doi.org/10.4018/IJESMA.2018010102

Chicago

Furner, Christopher P., and Robert Zinko. "Willingness to Pay and Disposition Toward Paying for Apps: The Influence of Application Reviews," International Journal of E-Services and Mobile Applications (IJESMA) 10, no.1: 13-33. http://doi.org/10.4018/IJESMA.2018010102

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Abstract

This article describes how mobile application adoption is growing dramatically. However, only a small proportion of mobile apps are paid for. This leads to the question: which factors dispose an individual to be willing to pay for an app? Using uncertainty reduction theory as a framework, along with transaction cost economics, this study considers several individual level, app and app review characteristics which may influence willingness to pay. An experiment is conducted using a mobile application marketplace simulator and 4 application reviews are developed which vary in terms of information quality and app utility. Also measured are several individual characteristics. Findings suggest that individuals who have a disposition toward paying for apps and those who score low in terms of mobile computing self-efficacy are willing to pay more for apps. Also, individuals are willing to pay more for hedonic apps than utilitarian apps. Finally, there is a positive relationship between both history of paying for apps and trusting disposition on disposition toward paying for apps.

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