유료 어플리케이션 구매 회피요인 연구(영문)
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유료 어플리케이션 구매 회피요인 연구(영문)에 대한 자료입니다.
목차
1. Background and Purpose of Research
1) Background of Research
2) Purpose of Research
2. Theoretical Background
2.1) SOR Model
2.2) Theoretical Considerations for Buying Avoidance
3. Research Model and Hypothesis Set
3.1) Paid App몶s Purchase Avoidance Factors
3.2) Operational Definition
4. Empirical Analysis and Conclusions
5. Results and Recommendation
6. Limitations of Research
7. Bibliography
본문내용
According to Gartner몶s research, whole world smart-phone applications (app) market has been expanded on approximately 4 times from 6.8 billion dollar in 2011 to 92.5 billion dollar in 2013. Also, 80% of apps in app market are paid apps. However, around the world, consumers prefer free-app to paid-app. To quote from U.S. market research firm몶s research results, December last year, the top 300 free-apps in the United States were download of 300 million on a daily basis. On the other hand, paid-apps were downloaded only 350,000. These situations are also not different in Korea. According to 몶s studies researched about domestic smart-phone utilization patterns for 2109 people on November 2012, Average utilization number of paid-apps of smart-phone users is reduced compare to primary research from 3.2 to 2.1. Especially, Korea was analyzed that resistance of the price were extreme.
The break-even point average of mobile apps is 100 million download. The problem is that in case of Android market, mobile apps downloaded more than 25,000 do not exceed 1.6% and of the 25,000 mobile apps, paid-apps are just 50. In this reason, paid-apps developers are difficult to guarantee profits.
2) Purpose of Research
In the situation that mobile app몶s market continues to grow and paid-app몶s profits are fallen, it is difficult to explain such phenomena because the existing studies of mobile apps are only focus on acceptance factors. Therefore, we try to validate the research on the basis of Stimulus-Organism-Response model through survey.
As a result of behavioral decision research, psychological factors play an important role in decision-making. Namely, in spite of the same external stimuli, users show different reaction to stimuli according to his experience or knowledge etc. Therefore, in the research, we try to explore on the basis that apps몶 diffusion and external factors that are closely related to each individual is somehow casts lead to any reaction.
First of all, we try to configure construct on the basis of value for money, ease of use, social impacts associated with the oral tradition and the ranking to research the factors affecting mobile app purchase (Kim Heewoong., 2011).
Also, as the factors associated with organism, we try to consider cognitive aspects about the nature of apps and social impact (acceptance of negative reviews). However, there could the difference between acceptance and resistance to cognitive aspects depending on the personal characteristics of the app, so we research model considering factors related to personal characteristics (self-efficacy).
2. Theoretical Background
In this unit, SOR (Stimulus-Organism-Response) is described based on the research.
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