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
1. INTRODUCTION
2. THEORETICAL FRAMEWORK
3. METHOD
4. RESULTS
5. DISCUSSION
6. REFERENCE LIST
7. MANAGEMENT SUMMARY
Research Objectives and Key Topics
This study aims to explore the influence of utilitarian and hedonic app perception, as well as the impact of communicated newness, on mobile application usage behavior over time. The research seeks to identify whether these factors contribute to sustained engagement or if they potentially hinder usage patterns in a highly competitive app market.
- Comparison of utilitarian and hedonic app perceptions
- Effect of communicated newness on long-term app usage
- Application of the task-technology fit and hedonic adaptation theories
- Analysis of app usage behavior via an online experimental approach
- Managerial implications for app marketing and user retention strategies
Excerpt from the Book
INTRODUCTION
More than ever, the world has become fast paced (Brown, 2014) with an increasing number of people using and integrating smartphones and mobile applications (apps henceforth) in their everyday life. As a result, the app market is highly competitive (Cheney & Thompson, 2018), and for both users and marketers the question arises which apps will be used (and advertised) over time and which ones will vanish or be replaced and which mechanism underlies this process. To explore this process, the present research focuses on the specific aspect of hedonic and utiltiarian perception while also examining communicated newness in a world where constantly new apps are introduced (Statista, 2018a; Statista, 2018b).
An app is a software which can be downloaded to a mobile device (Bellman, Potter, Treleaven-Hassard, Robinson, & Varan, 2011). Consumers use apps among other activities to entertain themselves, receive information concerning the weather and recipes, and as a travel planning tool (Zhao & Balagué, 2015). The vast distribution of apps and mobile devices such as smartphones (eMarketer, 2016), tablets, smart-watches, and laptops have led to a current situation, where consumers can access apps almost anytime and anywhere when needed or desired (Alnawas & Aburub, 2016; Looney, Jessup, & Valacich, 2004; Tojib & Tsarenko, 2012). The dissemination of apps is highlighted by its tremendous revenue and download growth (App Annie, 2016; Cheney & Thompson, 2018). It has been established that users are willing to download apps, but the importance of the subsequent usage is highlighted by the time between last usage session to uninstall, just below a week (Watson, 2018), and the overall uninstall rate of apps, which is at 28% after 30 days (Rosenfelder, 2018).
Summary of Chapters
INTRODUCTION: This chapter outlines the fast-paced nature of the mobile app market and establishes the research goal of examining how hedonic and utilitarian perceptions, alongside communicated newness, affect long-term app usage.
THEORETICAL FRAMEWORK: This section reviews relevant literature on utilitarian versus hedonic product perception, task-technology fit, hedonic adaptation, and the information gap concept to build the study's hypotheses.
METHOD: The chapter details the design of the online experiment, the participants recruited, the operationalization of app perception, and the variables used to track app usage over time.
RESULTS: This section presents the findings from the statistical analysis of the experiment, including manipulation checks, hypothesis testing, and follow-up analyses on usage intensity.
DISCUSSION: This chapter interprets the research findings, addresses the failure of certain manipulations, discusses the surprising negative impact of communicated newness, and provides managerial and theoretical implications.
REFERENCE LIST: A comprehensive list of all academic sources, reports, and industry materials cited throughout the thesis.
MANAGEMENT SUMMARY: A concise overview of the study's core findings and actionable advice for marketers regarding the communication of app updates and the framing of app utility.
Keywords
Mobile applications, Utilitarian perception, Hedonic perception, Newness, Curiosity, App usage, Task-technology fit, Hedonic adaptation, Consumer behavior, Marketing, Mobile app engagement, Satiation, Variety seeking, Information gap, Teasing effect
Frequently Asked Questions
What is the core focus of this research?
The study investigates how the perceived nature of a mobile app—specifically whether it is viewed as utilitarian or hedonic—influences user engagement over time, and whether branding an app as "new" improves this usage.
What are the primary themes addressed in the work?
The central themes include consumer perception of app utility, the dynamics of long-term mobile engagement, the effect of "newness" labels on user curiosity, and the application of psychological theories like hedonic adaptation.
What is the primary research objective?
The main goal is to determine if differently perceived apps have varying usage patterns over time and if communicated newness acts as a catalyst for sustained app interaction.
Which scientific methodology does the author use?
The author employs a longitudinal online experimental design with three stages, utilizing a generalized linear model to analyze user data and test the proposed hypotheses.
What is covered in the main body of the work?
The main body establishes a theoretical foundation using established psychological constructs, describes a multi-stage experimental procedure to test these theories, and provides a rigorous analysis of the gathered empirical data.
How can the work be characterized by its keywords?
The work is characterized by terms linking consumer psychology to mobile technology, specifically focusing on how perception (utilitarian/hedonic) and marketing cues (newness) influence behavioral repetition and retention.
Did the communicated newness successfully increase app usage?
Surprisingly, the study found the opposite: explicitly labeling an app as "new" or a "new version" was found to harm ongoing usage in the time span of three to six days after initial usage.
Was the manipulation of hedonic and utilitarian app perception successful?
The intended manipulation proved successful in the pretest, but it did not yield significant results in the main experiment, suggesting that usage behavior over time might override initial advertisement frames.
- 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
