What Affects Mobile Application Use ? The Roles of Consumption Values.

WANG H.Y., LIAO C. & YANG L.H. (2013), “What Affects Mobile Application Use ? The Roles of Consumption Values”, International Journal of Marketing Studies.

Mot clefs: consumption values, mobile application, perceived value, behavioral intention

Une application mobile est une interface téléchargeable sur des smartphone qui a un but précis comme apporté un service ou une information. Chaque application est créé et gérer par des logiciels. Nous retrouvons ces application sur des plateformes de téléchargement gérer par le créateur du téléphone. Ces applications ont renversé un modèle commercialTous ces années les smartphone ont connu une croissance accrue. Les valeurs de consommation ont évolué avec la technologie, mais très peu d’étude exploite les facteurs qui nous guident cet évolution. Afin de comprendre les élément de valeurs qui stimule nous intentions de consommation en tant qu’utilisateur d’application, un modèle de valeur fonctionnel est introduit.

Développement

Tous ces années les smartphone ont connu une croissance accrue. Les valeurs de consommation ont évolué avec la technologie, mais très peu d’étude exploite les facteurs qui nous guident cet évolution. Afin de comprendre les élément de valeurs qui stimule nous intentions de consommation en tant qu’utilisateur d’application, un modèle de valeur fonctionnel est introduit.

Les résultats de la recherche démontre que ce sont les valeurs qui relève de la fonctionnalité, du lien social, et émotionnel qui sont les plus fortes. Selon les plateformes les téléchargement d’application s’effectue par curiosité, de la recherche de nouvelle expérience ou satisfaire leur besoin de plaisir.

Conclusion :

Ces innovations ont donc pour effet d’améliorer la qualité de la vie, occupé son esprit ou bien de l’enrichir en satisfaisant un besoin précis. Afin que cet perception de valeur soit en phase avec cet esprit le marketing joue un rôle primordial c’est pourquoi le design et l’utilité de ces application doit être innovant en tout point.

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