Research Method

1. Objective of study

The purpose of this study is to examine apps users’ purchasing intention by modifying and extending the expectation confirmation model (ECM) since try-first and purchase-later behavior is similar to those typically studied by ECM.

2. Problem statement

While many reports predict huge growth potential for the mobile application (app) market, little is known about user intention to purchase paid apps.

3. Operationalization of variable

No. | Variable | Dimension | Items | Scale | Reliability | Validity |

1. | Performance value | The degree to which an app is perceived as having functional value based on perceived quality and performance expectations | 3 | Each item was measured on a five-point Likert scale, ranging from ‘‘strongly disagree’’ (1) to ‘‘strongly agree’’ (5). | 0.900 | 0.751 |

2. | Value-for-money value | The perceived utility derived from an app purchase as a function of cost | 3 | | 0.951 | 0.867 |

3. | Emotional value | The utility derived from the feelings or affective states generated by apps | 3 | | 0.896 | 0.742 |

4. | Social value | The degree to which an app is perceived as the enhancement of a person’s self-concept provided by the product | 3 | | 0.940 | 0.840 |

5. | Satisfaction | A positive affective state resulting from a global evaluation of performance based on prior experience using apps | 3 | | 0.945 | 0.853 |

6. | Confirmation | The extent to which users perceive their initial expectations of apps as being confirmed during actual use | 3 | | 0.936 | 0.831 |

7. | Apps rating | The user’s overall assessment of an app | 2 | | 0.891 | 0.804 |

8. | Free alternatives to paid apps | The availability of a free alternative offering comparable functionality to the paid app | 3 | | 0.941 | 0.842 |

9. | Habit | The extent to which people tend to use apps based on learned behavior | 3 | | 0.901 | 0.753 |

10. | Intention to purchase | The extent to which, following an initial acceptance...