New fun(ction). The influence of communicated newness, hedonic and utilitarian perception on app usage over time - Couverture souple

Krämer, Jakob

 
9783668986084: New fun(ction). The influence of communicated newness, hedonic and utilitarian perception on app usage over time
Couverture souple
ISBN 10 : 3668986088 ISBN 13 : 9783668986084
Editeur : Grin Verlag, 2019

Synopsis

Master's Thesis from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 8.0, VU University Amsterdam (Faculty of Economics and Business Administration), language: English, abstract: This study set out to explore the influence of utilitarian and hedonic perception and communicated newness on mobile application usage over time. The effect of hedonic and utilitarian perception and motivation on app adoption and usage has been well researched, showing that both play an important role. However, no prior study has compared the two dimensions. Previous research has demonstrated that communicated newness can positively influence consumer responses which has been examined in the context of singular consumer decisions, but not yet in a setting considering usage over time. By carrying out an online experiment, participants' app perception and app usage over time were collated and analyzed on basis of a generalized linear model. Results indicate that utilitarian and hedonic advertisements did not have an effect on app usage over time. Findings do not support the notion that app usage benefits from communicated newness but show that app usage was harmed by communicated newness for the time-span of three to six days after the initial usage.

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Éditeur
Grin Verlag
Date d'édition
2019
Langue
anglais
ISBN 10 
3668986088
ISBN 13 
9783668986084
Reliure
Broché
Nombre de pages
56
Coordonnées du fabricant
non disponible
Personne responsable
info@bod.de
info@bod.de

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