Mobile Application Market Research Articles

The mediating roles of customer evaluation and user motivation in the effect of mobile marketing on customer engagement

This study mainly aims to investigate the mediation effects of user motivation and customer evaluation regarding the effect of the perception related to mobile marketing applications on customer engagement. The recommended conceptual model is tested by collecting data from 627 mobile application users living in Istanbul via an online survey. This study reveals that perceived advantage and perceived challenge positively affect the four dimensions of customer engagement, which are co-developing, influencing, augmenting and mobilizing behaviours and also with domain-specific interest, need for cognition and cognition satisfaction, perceived enjoyment, and perceived control positively affect customer engagement, and mediate the relationship of the perception related to the mobile marketing applications with customer engagement. It has significantly contributed to understanding customer behaviours against the technological features of mobile applications.

THE EFFECT OF THE USE OF GAMIFICATION STRATEGY IN MOBILE HEALTH APPLICATIONS ON CUSTOMER LOYALTY

The introduction of mobile technologies’s included users in the mobile world with new features. The progress of mobile marketing has affected the development of the mobile application market. Mobile applications, which developed in parallel with the development of mobile marketing, helped the development of new applications in the health sector. Developing mobile technologies’re becoming widespread in the health sector. With the mobile health applications developed, different opportunities can be offered to patients or users who want a healthier lifestyle, and the applications can have the power to increase the quality of life of people. One of the rising values in mobile health applications’s gamification. With gamification, health services can be offered to the user in a mobile environment. It aims to monitor their health by rewarding its users because it’s motivational on the basis of gamification. The gaming experience leads to the formation of loyalty towards the mobile application with the value created by the user by connecting to the mobile application. In this research, the effect of game experiences on customer loyalty as a result of gamified content in mobile health applications was investigated. As a result of the research, it’s been shown that the game experience dimensions in mobile health applications’ve a positive effect on customer loyalty and suggested that healthcare companies or application developers can apply gamification strategies in their mobile applications to increase the loyalty of their customers.

Impact of Mobile Service Quality, Perceived Value, Perceived Usefulness, Perceived Ease of Use, Customer Satisfaction Towards Continuance Intention to Use MyTelkomsel App

The community's high level of mobility has sped up mobile application development. Businesses from various industries raced to create their applications because it boosts brand loyalty and customer relationship, increasing revenue for the company. As the fifth-largest nation with a mobile application market share in 2021, Indonesia represents a sizable potential market in the next years. Telkomsel has capitalized on this potential by creating its mobile purchasing app, MyTelkomsel. The app has received 100 million downloads on Google Play Store and a 4.5-star rating. However, given that MyTelkomsel had a decline in monthly active users (MAU), falling to the 28th position in 2023, it is unclear whether it can keep its customers' intention to continue using the service. This study analyzes the conceptual model created by earlier related literature and identifies the factors that have a major impact on consumers' intentions to continue using MyTelkomsel. Customers of MyTelkomsel are the subjects of qualitative semi-structured interviews and quantitative surveys as part of this study. The interview findings were examined using open coding, while the questionnaire results were analyzed using PLS-SEM. According to the findings, Perceived Value, Perceived Usefulness, Perceived Ease of Use, and Customer Satisfaction positively impact Continuance Intention to Use. Service Content Quality and Customer Service Quality positively impact perceived Value and Customer Satisfaction. However, it has been demonstrated that Mobile Network Quality has no appreciable impact on Perceived Value. These results should help inform the development of stronger strategies for mobile app retention in the telecommunications sector or other relevant businesses in Indonesia. Future research is anticipated to include more factors, samples, and a wider scope due to research limitations better to explain the continual use intention of telecommunication apps.

Do Language Learning Apps Really Work?

With the rapid development of the mobile application market and the growing size of the foreign language learning population, learning a new language with an app can be said to be one of the most popular language-learning trends of the 21st century. At the same time, contemporary language learning applications sell themselves as innovations, in many ways that are just a return to Skinner's teaching machines as introduced in the 1950s. Technology is the 21st century, but the theories of learning are firmly 20th century. App designers must catch up to 21st-century theories of learning if they genuinely want to introduce ground-breaking tools. This work mainly analyzes why we will not make as much progress as we expected if we continue to pair 21st-century technologies with outmoded perspectives on learning and what are the up-to-date theories that will help make fundamental transformations in language learning applications.

Determination of generations X, Y, Z user preferences in the Russian mobile application market

In the work, the authors reveal the user preferences of the mobile application market. The study is based on the Strauss–Howe generational theory. The mobile application market appears to be dynamic and fast-growing in an environment of exponential growth in consumer demand and a highly competitive environment. In the article, the authors classify and identify categories and subcategories of mobile applications based on their functional and value purpose. This classification formed the basis for determining the dependence based on the analysis of contingency matrices between the preference of the application for its purpose and the age category of the user, which made it possible to identify the relationship between generations of users and their choice of certain types of applications. The text provides a justification for the choice of certain applications on a daily basis by generations X, Y, Z. The relevance of the study lies in the fact that the authors examine a market, the rapid growth of which is conditioned by the global socio-economic situation. The information obtained during the analysis of user preferences of the Russian mobile application market can be used by specialists in determining the target audience of a digital product and developing marketing strategies.

Overview and grouping of evaluation criteria for the effectiveness of mobile applications

Objective. The study is conducted in order to identify the most valuable metrics for mobile application analytics and evaluate its effectiveness; consideration of the state and development trends of the mobile application market in the Russian Federation; determining priority areas for evaluating the effectiveness of mobile applications.Method. To achieve this goal, methods of analyzing promising scientific sources in the field of mobile application development are used, and development trends in this area in the Russian Federation are considered, taking into account political and social phenomena. This allows us to highlight the cause-and-effect relationships of the position of the direction of mobile application development in the market of the Russian Federation, as well as to identify promising evaluation criteria for the effectiveness of mobile applications. The information obtained allows us to consider the problems of developing mobile applications from a new point of view. To evaluate the effectiveness of performance indicators, methods of comparative analysis of mobile application data are used.Result. The results of the analysis of scientific sources are presented, the main evaluation criteria for the effectiveness of mobile applications are identified, their structuring is carried out, and the relationships between them are highlighted.Conclusion. The performance indicators considered in this study are applicable for predicting the competitiveness of mobile applications and assessing their attractiveness to users. It should be noted that in order to successfully measure the effectiveness of mobile applications, it is necessary to take into account the evaluation criteria that are important for a particular product in the aggregate. This makes it easier to identify aspects of mobile applications that need to be changed and modified.

Features of Consumer Behaviour among Zoomers in the Health, Fitness and Sports Mobile Application Market

The article highlights the features and modern trends of the market of mobile applications for health, physical activity and sports. It also looks into some theoretical models, which are applicable for the study of this market. When developing theoretical models and scales, several models were selected that are most appropriate for use in a specific market, namely: Technology Acceptance Model (TAM), Expectancy and Confirmation Theory (ECT) and Information Technology Post-Adoption Model (PAM-ISC). To assess the effectiveness of mobile fitness applications, some scales were selected, in particular MARS and ABACUS. The focus of the study of these theories and scales was to determine their benefits for the study of consumer behavior in this market and in the development of new products. While studying the current trends of the market of mobile applications for health and sports, conclusions were drawn regarding its prospects and future growth, in particular in Ukraine. Furthermore, we highlighted the main factors that influenced the positive trends of market growth in the last few years. In addition, we have analyzed existing research on user behavior in the market of mobile fitness applications in order to identify patterns regarding the reasons to start using or stop using them. Factors which could potentially motivate customers to use the applications continuously and the main reasons for discontinuing the use were also studied. In order to obtain relevant information about the consumer habits of the generation Z in this market, a study was conducted among students of the Kyiv-Mohyla Academy. As a result, we have outlined the main behavioral characteristics of Generation Z consumers of mobile fitness applications, which explain their intentions and habits of use.

Analysis of storage methods and visual data models at developing applications for the OS Android

The researches results of possible ways for storing data in applications under the Android OS and a review of a number of scientific papers on this topic are presented. The absence of mathematical and technical description of data storage technology for such applications is revealed. The analysis and comparison of the solutions spectrum in this area are carried out. A typical approach for interacting with various databases is formulated. The reasons for using Room DAO, on the basis of which the necessary descriptions of operations with data are selected, are considered; an algorithm for processing data is proposed, and features of encapsulation when working with data are noted. Methods and algorithms for interaction with the Room Database are proposed. The general requirements for data storage based on Android, which are necessary to create a workable application, are formed. These technologies may be required in the mobile application market. Keywords Room DAO, Room Database, OC Android, internal storage, external storage, migrations

ОЦЕНКА ВЛИЯНИЯ РАЗВИТИЯ ЦИФРОВОЙ ЭКОНОМИКИ ВЛИЯНИЯ НА НАЦИОНАЛЬНУЮ ФИНАНСОВУЮ СИСТЕМУ

Over the past ten years, the pace of development of the digital products market has increased sharply. Significant development has been achieved in such areas as the use of software and artificial intelligence to automate processes, electronic document management, Internet banking, social networks and the mobile application market. Government departments are acquiring their own Internet platforms and moving to digital implementation of public services.

DEVELOPMENT OF MOBILE AND WEB APPLICATIONS IN THE CONTEXT OF UKRAINE'S DIGITAL TRANSFORMATION ON THE EXAMPLE OF DIIA

The article highlights the role of mobile and web applications in the process of digital transformation and their contribution to improving the comfort of citizens’ lives. It has been established that the availability of a convenient and accessible application can help improve the quality and speed of public and commercial services. In addition, the article provides recommendations for further digitalisation of the Diia app and the necessary measures for its further development. The market for mobile and web applications is highly competitive and rapidly changing, which results in some projects not reaching successful completion due to the large number of competitors and rapid technological development. There are also problems with data security standards in Ukraine and the lack of national legislation regulating the industry. One of the biggest challenges to the country's digital development is the level of digital literacy among the population, which limits access to digital technologies and services. In addition, there are problems with creating an infrastructure that supports the development of mobile and web applications. Also, there are often problems with creating competitive digital products that meet international standards and user requirements. The impact of the mobile application Diia on the digital transformation of Ukraine has been analysed in the article. It has been provided an overview of the application's functionality, its impact on various aspects of citizens’ lives, and considered the prospects for its development. Also there are some data on the development of mobile and web applications in Ukraine. It is noted that the mobile application Diia plays an important role in providing citizens with access to various public services in electronic form, which helps to improve the efficiency and convenience of service provision, reduce corruption and the cost of providing them. The features of the mobile and web application market have been identified. The importance of ensuring the quality and security of mobile applications has been considered. They give examples of shortcomings and problems that may arise when using such applications and consider possible ways to solve them. During the study it was identified what kind of specialists were needed for further digitalisation of the country. The development of mobile and web applications is an important factor in Ukraine’s digital transformation. In particular, the development of new applications and improvement of existing ones can help improve the efficiency of public services, provide citizens with convenient and quick access to various services, reduce the cost of providing them, and reduce corruption.

MIAR: A Context-Aware Approach for App Review Intention Mining

Due to the highly competitive and dynamic mobile application (app) market, app developers need to release new versions regularly to improve existing features and provide new features for users. To accomplish the maintenance and evolution tasks more effectively and efficiently, app developers should collect and analyze user reviews, which contain a rich source of information from user perspective. Although there are many approaches based on intention mining that can automatically predict the intention of reviews for better understanding valuable information, those approaches are limited since contextual information of the whole review text may be lost. In this paper, we propose Mining Intention from App Reviews (MIAR), a novel deep learning model to predict the intention of app reviews automatically. We adopt a Contextual Feature Extractor to capture the context semantic information and fuse it with the local feature through a fusion mechanism. The experiment results demonstrate that MIAR has made significant improvement over the baseline approaches in Precision, Recall and [Formula: see text]-score evaluation metrics, achieving state-of-the-art performance in this task. Our model also performs well in other intention mining tasks, proving its generalization ability and robustness.

Digital ecosystem models in business: challenges of management theory and practice

Purpose: this article is aimed at identifying the economic effects arising out of the integration of companies within the framework of the digital business ecosystem.Methods: the article is based on the concept of the evolution of organizational systems in the context of the ecosystem approach, as well as on the provisions of the economic theory of network effects. The main methods of scientific research are represented by the structural- logical, bibliographic, computational-constructive and graphic method.Results: the review of current publications related to the issue being considered showed that in the era of the Internet and digital technologies, the main factor of economic benefit is the network effect or the demand scale effect, as well as the fact that a new source of competitive advantage and market dominance pertains to the ecosystem of users. It is revealed that the strategy of unification within the framework of digital business ecosystem allows companies to provide additional value for customers and meet the utmost number of their needs. Due to the analysis presented in this research, other economic effects, as well as the risks of integration strategies with the digital business ecosystem based on the example of the market of mobile applications designed to pay for fuel in Russia have been identified.Сonclusions and Relevance: currently, companies are increasingly adopting an ecosystem-oriented format of work when creating their business models, which allows them to scale their business at low cost and minimal investments, enter new markets, increase the customer's lifecycle and gain additional profit. Digital technologies bring the participants of business ecosystems to a new level of interaction thus leading to the reduction of barriers which prevent the synergetic effects from partner integration. The empirical analysis in the study also exposed potential risks of cooperation with the digital business ecosystem, as well as an alternative way of the organization's development strategy, which allows creating its own digital ecosystem in the future. The results have been tested in the process of improving the integration strategies of the company "Benzuber" and despite the fact that the analysis has a number of limitations, the findings might have practical implications for optimizing the development strategies of other companies.

E-서비스품질과 소비자 태도 및 만족도 간의 관계

Purpose - The food delivery mobile application market is growing rapidly in the catering service industry. The purpose of this study was to investigate the effects of E-service quality on consumer attitudes and satisfaction in the food delivery service field in China. Design/methodology/approach - A total of 390 copies of this questionnaire were distributed between February 17 and March 25, 2021 on the Chinese survey site (https://www.wjx.cn). Three hundred forty-nine parts were used for the final analysis. Validity and reliability were analyzed using SPSS 25.0 statistical program, and correlation and regression analysis were performed. Findings - The study results showed among the e-service quality components of food delivery application software, trust, convenience, proximity and reactivity have an impact on consumer attitudes. Research implications or Originality - The service quality of food application software is an important factor determining consumer attitude. The limitations of this study and suggestions for future research were discussed.

무료 전환이 소비자 행동에 미치는 영향: 모바일 로그 데이터를 중심으로

As the mobile application market continues to grow and competition intensifies, many companies seek to change their pricing strategies (e.g., discounting) to attract competitors’ customers. However, empirical studies examining the related issues in the mobile app context are still lacking. This study investigates how making paid apps free of charge affects consumer behavior, especially app usage of competitors’ customers. Based on mobile log data analysis, our study shows that the transition from a paid to a free app makes competitors’ customers use the focal app more frequently. Furthermore, we find that consumer characteristics and online search interest have moderating effects. Our study provides crucial managerial implications for practitioners who manage mobile applications and mobile marketing.

Advertisements of Food Delivery Mobile Applications and Customer Choices: mobile apps as Emerging Trend of the Contemporary Foodservice Industry

ABSTRACT With the explosive growth of the mobile application (app) market, food delivery apps have become an indispensable functional element in the foodservice industry especially in the midst of the coronavirus pandemic. However, research about food delivery apps and its advertisement (ad) has hardly been carried out in the hospitality context. This study filled this gap and explored how ad attributes of the food delivery app influence consumer post-purchase behavior. Our results demonstrated these attributes significantly affect attitude toward ads. In addition, this attitude along with satisfaction maximized the influence of the contribution of the attributes to inducing approach decisions.

Analysing Content Ratings of Google Apps with Ensemble Learning

Google Play was launched under the name of Android Market and made its reputation known all over the world. The mobile application market, which is a package manager developed by Google for Android users, contains applications that appeal to many areas and age ranges. The wide area in which applications spread and the data flow, which has reached the level of being called “big data”, has started to attract the attention of researchers. The excessive increase in the number of applications makes it difficult for parents to follow up on the content. In order to provide content rating of applications on Google Play, it is needed to be classified by machine learning methods. In this study, content rating classification was made by analyzing “Category, Rating, Reviews, Size, Installs, Type, Genres, Last Updated, Current Version, Android Version” features of 10757 applications on Google Play, Ensemble Learning methods (Adaboost, Bagging, Random Forest, Stacking), Logistic Regression, Artificial Neural Network, K-Nearest Neighbors algorithms.

Конкуренция на рынке потребительских услуг в условиях цифровизации

The intensity of changes in the consumer services market is characterized by an increase in the number of mutually beneficial cooperation between economic agents based on the growth of transactions using mobile devices and information products. At the same time, an increase in the satisfaction of the interests of consumers and service providers is achieved by increasing the choice and intensity of electronic sales. The article presents the author’s vision of the role of the mobile application market in the field of consumer services, assesses its advantages and disadvantages. When the concept of logistics in the field of consumer services is changing, the choice of a mobile application is important for entrepreneurs, as well as building communications with consumers depending on a specific platform, applications, devices and other aspects of the digital environment. Based on a comparative and content analysis, for the first time, new forms of service logistics are highlighted, as well as the possibility of promoting services from a producer to a consumer using various types of mobile applications, which can help ensure competitive advantages in the context of business digitalization in the field of consumer services. Using the observation method, the subject of which was the PESO communication model, changes were identified in its four communication channels through the use of Internet platforms, information and digital technologies. Special transformations are recorded when using the “owner’s channel” (owned media), which is explained by the modern possibilities of digital markets. Thus, in the interaction of economic agents and consumers, sites, mobile versions of sites are used, and recently mobile applications have become the “owner’s channel”. Due to this, the possibilities of searching, ordering products, the speed of their delivery, etc. are expanding. In conclusion, we note that the competitive advantages that are formed through the use of various opportunities provided by digital markets are reflected in table 1, their list is quite extensive.

모바일 앱 포트폴리오 전략이 모바일 개발자의 성과에 미치는 영향

What mobile app development strategy should the developer consider to survive and grow in hypercompetitive mobile application market? Mobile app market is one of the most rapidly growing segment in software market. Although mobile app market is a promising area, this positive perspective is not consistently applicable to app developers. In extremely competitive mobile app market, application developers would need to carefully consider and formulate app development strategies for success. To define the strategies, product portfolio management composing with app development speed, diversification speed, and switch speed is introduced. Quantitative analysis validating the statistical relationship between portfolio strategies and app developer’s financial performance is conducted. For this analysis, data from app developers with worldwide cumulative revenue estimate of over $100,000 were collected. As a result of data analysis, positive relationship between app development speed and developer’s financial performance was supported whereas diversification speed and switch speed had negative relationship with revenue. Theoretically, this research differs from the previous mobile app related studies. While previous studies used app ranking or user ratings as proxy for app performance, this study uses estimated sales volume as dependent variable which reflects more accurate and empirical performance.

Mobile App Adoption and Its Differential Impact on Consumer Shopping Behavior

The mobile application (app) market is one of the fastest growing markets in recent years. In this study, we investigate how app adoption changes customers’ hotel booking behaviors using a dataset of around 16,000 randomly selected customers’ hotel booking and stay information from one of the largest hotel chains in China. Our analyses find that customer purchase frequency and total sales increased after app adoption. Additional investigation shows that customers’ search behaviors also evolved post‐adoption. Specifically, customers tended to book rooms earlier and select options with less discount, which indicates that app users reduced their search intensity after app adoption. We further investigate the differential impact of mobile app adoption on sales, taking into account consumer heterogeneity in price sensitivity and purchase frequency. We find that both price‐sensitive and ‐insensitive customers increased the number of bookings, and they tended to book earlier post‐adoption. Furthermore, price‐sensitive customers on average booked more expensive rooms with less discount after app adoption, suggesting that these customers likely decreased their search effort. In terms of hotel stay frequency, app adoption increased low‐frequency customers’ purchase frequency but did not have any significant effect on high‐frequency customers. These analyses provide a more nuanced view of how mobile apps change consumer search and purchase behaviors. Our findings have important managerial implications. With a better understanding of customer behaviors, firms can provide incentives to customers who are more likely to be affected by mobile app adoption.

Popular Diabetes Mobile Applications for Medication Intake Monitoring

To solve the problem of monitoring and supporting the drug adherence of patients with diabetes using diabetes mobile applications, expanding and developing the mobile apps market, and increasing their competitiveness, it is necessary to conduct market research of consumer preferences and competitive advantages of diabetes apps. This paper aims to analyze popular diabetes mobile applications in Russia and the possibilities of their use to monitor and support the drug adherence of patients with type 1 and 2 diabetes mellitus. Materials and methods. The object of the study was 25 diabetes apps. The survey involved 985 mobile application users from 32 regions of Russia. All respondents were divided into two target segments. The first segment (S1) included 572 patients with type 1 diabetes mellitus, while the second target segment (S2) consisted of 413 patients with type 2 diabetes mellitus. Field research was carried out by the method of oral survey (12.6%) and web survey (87.4%) using a structured questionnaire. Positioning was carried out using a qualitative method with a two-dimensional map of perception. Competitiveness was assessed by 28 experts using the quantitative method of individual scores with the calculation of integral indicators. Results and discussion. It was found that only about 50% of respondents in the target segment S2 and more than 70% in segment S1 had a high degree of drug adherence. The main barriers to the use of diabetes mobile applications were the insufficient formation of the support system for drug administration regimens (76.6%, S1 and 84.3%, S2) and technical difficulties (51.6%, S1 and 48.7%, S2). A comparative analysis of the results of positioning and assessment of competitiveness showed that some diabetes apps had a higher competitive advantage with an emphasis on supporting drug adherence compared to consumer preferences for their use. A strategic mechanism has been proposed to increase the importance of mobile applications to support drug administration, dosing, and control regimens in patients with diabetes mellitus to satisfy consumer preferences better. Conclusion. The results obtained provide a basis for the development of a set of measures for the further development of the basic segment of the diabetes mobile applications market for monitoring and supporting drug adherence and increasing the competitive advantages of mobile applications, which will contribute to the effective treatment and prevention of diabetes mellitus in Russia and globally.