移动互联网时代APP可发现性影响因素的实证研究

Study on Influential Elements of Application Discoverability in the Mobile Internet Era

随着移动互联网的普及和移动用户的增长,移动APP在我国取得了快速发展,然而应用商店APP数量超载、同质化严重成为用户寻找APP过程中的主要问题。基于环境心理学视角,在信息采纳模型基础上构建超载APP可发现性的影响因素模型,通过发放调查问卷进行实证研究。研究结果表明:网上评论的质量、网上评论的数量、APP评级和同伴影响对用户感知信息的有用性有显著正向影响,从而影响APP可发现性。该研究填补移动APP可发现性相关研究的不足,同时为应用商店和开发者在改进APP可发现性方面提出建议,促进APP应用市场不断发展。

With the popularity of mobile interuet and the growth of the mobile users, mobile APP has achieved rapid development in our country. However, it has become the main problem of the users finding APP of which quantity is overloaded and homogeneous. Based on the perspective of environmental psychology, and combined with information adoption model, APP discoverability model is constructed. We do the empirical research by sending questionnaires. The results show that online review quality, online review quantity, APP rating and peer influence have a significant positive influence on information usefulness, thus affect APP discoverability. This study fills the shortcomings of the research on APP discoverability. In addition, it makes recommendations to the application store and the developers for improving APP discoverability, and promotes the continuous development of the application market.