New fun(ction). The influence of communicated newness, hedonic and utilitarian perception on app usage over time

Language: English

Published by GRIN Verlag, 2019

3668986088 / 9783668986084

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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Druck auf Anfrage Neuware - Printed after ordering - Master's Thesis from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 8.0, VU University Amsterdam (Faculty of Economics and Business Administration), language: English, abstract: 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.…

Seller Inventory # 9783668986084

Title
New fun(ction). The influence of communicated newness, hedonic and utilitarian perception on app usage over time
Author
Jakob Krämer
Publisher
GRIN Verlag
Publication year
2019
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3668986088
ISBN 13
9783668986084
Item weight
96 grams
Dimensions
210x148x5 mm

AHA-BUCH GmbH

Einbeck, Germany

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AbeBooks seller since August 14, 2006

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