A four-factor framework of consumers' perception of mobile applications in context

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Buck, Christoph ; Horbel, Chris ; Kessler, Tim:
A four-factor framework of consumers' perception of mobile applications in context.
Bayreuth , 2017 . - 34 S. - (Bayreuther Arbeitspapiere zur Wirtschaftsinformatik ; 64 )

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Abstract

Mobile applications are not only integral to the functioning of smart mobile devices (SMD) but also one of the most commonly used technological interfaces within smart networks of connected devices. In order to market these value propositions, companies have to understand how consumers perceive apps in order to present an interface that is well received and allows for the highest benefits for companies and customers alike. From a technical perspective, apps are complex software products, but consumers do not seem to perceive them as such, because they see apps through the “lens” of context. Thus, the context in which apps and associated services are purchased and used considerably influences the way consumers interpret apps and derive val-ue from them. Therefore, this article sheds light on consumers’ perception of apps and the role of context in shaping this perception. Based on Yoo’s (2010) framework of experiential computing, we develop a framework in which context is structured into four dimensions: personal, technical, functional and social. The framework can be used to get a better understanding of consumers’ app perception and related experience and to successfully develop and market apps, provide smart services based on adequate information systems, design app stores, or regulate the legal environment. Moreover, the framework can be applied to other mobile or digital offerings and serve for a better understanding of the perception of value propositions like smart services and devices.