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Abstract
Mobile apps are an innovation entering existence in 2008, but already there are over 700,000 different apps each on two primary operating system platforms. Given the proliferation of both apps and the devices on which they are used, it is important to study how apps are acquired and used. The theory of Uses and Gratifications was used to adapt two scales that measure how and why people use mobile apps. Findings suggested that, while U&G scales can be adapted for this media format, mobile apps differ from traditional media in that they are more dynamic versus static. Factor analyses revealed that consumers use mobile apps for a variety of reasons; including engagement/disengagement, pass time, knowledge and education, and social.
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Abstract
Mobile apps are an innovation entering existence in 2008, but already there are over 700,000 different apps each on two primary operating system platforms. Given the proliferation of both apps and the devices on which they are used, it is important to study how apps are acquired and used. The theory of Uses and Gratifications was used to adapt two scales that measure how and why people use mobile apps. Findings suggested that, while U&G scales can be adapted for this media format, mobile apps differ from traditional media in that they are more dynamic versus static. Factor analyses revealed that consumers use mobile apps for a variety of reasons; including engagement/disengagement, pass time, knowledge and education, and social.