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.
Table of Contents
- INTRODUCTION
- THEORETICAL FRAMEWORK
- METHOD
- Pretest
- RESULTS
- DISCUSSION
- Appendix
- REFERENCE LIST
- MANAGEMENT SUMMARY
Objectives and Key Themes
This study aims to explore the influence of utilitarian and hedonic perception and communicated newness on mobile application usage over time. It investigates whether differently perceived apps differ in their usage over time, and whether communicated newness benefits their usage.
- The impact of hedonic and utilitarian perception on app usage over time
- The effect of communicated newness on app usage over time
- A comparison of utilitarian and hedonic perceived app usage over time
- The role of app perception and communicated newness in app marketing and advertising
- The importance of ongoing app usage for business profitability
Chapter Summaries
The introduction provides context for the study, highlighting the increasing importance of mobile applications and the competitiveness of the app market. It discusses the motivations behind app adoption and usage, emphasizing the role of both hedonic and utilitarian motives. The chapter also introduces the concept of communicated newness and its potential impact on app usage.
The theoretical framework chapter delves into the concepts of hedonic and utilitarian perception, communicated newness, and their influence on consumer behavior. It establishes the theoretical foundation for the study and proposes hypotheses based on existing research.
The method chapter outlines the research design, including the online experiment conducted to collect data on app perception and usage over time. It describes the sample size, data collection procedures, and the statistical model used for analysis.
Keywords
The study focuses on the key concepts of mobile applications, utilitarian and hedonic perception, newness, and curiosity. It explores the interplay of these concepts in shaping app usage patterns over time.
Frequently Asked Questions
How does hedonic perception affect mobile app usage?
Hedonic perception, driven by pleasure and entertainment, is a significant motivator for initial app adoption, though its long-term effect compared to utilitarian perception varies.
What is "communicated newness" in app marketing?
Communicated newness refers to advertising an app specifically highlighting its novelty or innovative features to spark consumer curiosity.
Does advertising an app as "new" always increase usage?
Not necessarily. The study found that communicated newness actually harmed app usage three to six days after initial use, possibly due to unmet expectations.
What is the difference between utilitarian and hedonic app motives?
Utilitarian motives are based on practical usefulness and efficiency, while hedonic motives are based on enjoyment, fun, and sensory stimulation.
Why is ongoing app usage important for businesses?
Ongoing usage is critical for profitability because acquiring new users is more expensive than retaining existing ones, and long-term data provides better monetization opportunities.
- Quote paper
- Jakob Krämer (Author), 2019, New fun(ction). The influence of communicated newness, hedonic and utilitarian perception on app usage over time, Munich, GRIN Verlag, https://www.grin.com/document/494676
