Because it’s good for my feeling of self-worth: Testing the expanded theory of planned behavior to predict Greek users’ intention to review mobile apps

Abstract

Mobile apps, just like traditional products (e.g. books, electronic goods) and services (e.g. hotels) sold and marketed online, are increasingly being subjected to after-use evaluations. While the factors influencing people’s intention to write reviews for product and services have been increasingly understood, the mechanisms behind people’s willingness to review mobile apps, which often can be used without any cost, are not yet fully explored. Using the Theory of Planned Behavior and a set of functions for writing reviews identified in previous studies, a model was tested with survey data from 214 Greek mobile app users to identify the factors that influenced their intention to write reviews for mobile apps. Results of a hierarchical regression analysis shows that app review writing intention is influenced by a positive attitude towards the act, perceived behavioral control, descriptive social norms, and ego-defensive function.