App Engagement: The Influence of Intrinsic and Extrinsic Motivation on Downloading Apps

Abstract

The use of smartphone and apps increased in the last few years. For example, in 2012 there were 5.3 billion mobile subscriber, comprising 77 % of the world’s population (Darsow and Listwan 2012). ABI Research reveals that app, a software application designed to run on smartphone, tablet, and mobile devices, downloads will reach 44 billion apps on mobile phones and mobile communication devices by 2016 (Cheng 2011). Currently Apple and Android app dominate the number of downloaded Apps. For example, Apple acquires the highest number of apps sold in the last few years with more than 700,000 apps and counting, but Google play, for Android system, is growing fast and it will catch up by the end of 2013 (Taylor et al. 2011). Also, Apple made half of all app revenue. However, Google comprise 70 % of all app downloads which demonstrate that market share and volume do not translate to income (Bradley 2013). There are many reasons for the huge download behavior, such as apps are accessible, easy to use, and inexpensive. This study addresses the intrinsic and extrinsic motivations for mobile users to download app. This study proposes that extrinsic motives and intrinsic motives influence consumers to download a precise app. Moreover, these motives lead to apps downloading engagement. Thus, our research questions are following: What motives mobile users to download an app in their smartphone? How intrinsic and extrinsic motives influence that behavior? Despite the importance of understanding consumer downloading behaviors, there has been little prior research on consumer downloading behavior and engagement. Accordingly, the aim of this research is contribute to understanding of consumers’ behavior to app downloading, by undertaking an exploratory study to the importance of lifestyle and engagement on app downloading behavior.