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The effect of app store strategy on app rating: The moderating role of hedonic and utilitarian mobile apps

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  • Tafesse, Wondwesen

Abstract

Concerns about the performance of mobile apps have spurred a stream of research on factors contributing to the success of mobile apps in the major app stores. However, identified success factors have not been synthesized into a unified framework. Similarly, reported findings typically address main effects. The present study introduces the concept of app store strategy to synthesize the mobile app success factors that developers implement in the major app stores. The study synthesizes four such factors consisting of app size, app versions (major and minor), revenue model and mobile app names. Further, drawing on IS literature, the study distinguishes between hedonic and utilitarian mobile apps. Using a dataset of mobile apps from Play Store (N = 8325), the study investigates to what extent app store strategy interacts with the hedonic and utilitarian value of mobile apps in driving app rating. The study employed a combination of traditional regression and machine learning approaches to test proposed hypotheses. The findings make a two-fold contribution to the literature first by introducing the concept of app store strategy to synthesize mobile app success factors and second by examining hedonic and utilitarian mobile apps as a boundary condition in the relationship between app store strategy and app rating.

Suggested Citation

  • Tafesse, Wondwesen, 2021. "The effect of app store strategy on app rating: The moderating role of hedonic and utilitarian mobile apps," International Journal of Information Management, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:ininma:v:57:y:2021:i:c:s0268401220314985
    DOI: 10.1016/j.ijinfomgt.2020.102299
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    Cited by:

    1. Henrik Sällberg & Shujun Wang & Emil Numminen, 2023. "The combinatory role of online ratings and reviews in mobile app downloads: an empirical investigation of gaming and productivity apps from their initial app store launch," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 426-442, September.
    2. Numminen, Emil & Sällberg, Henrik & Wang, Shujun, 2022. "The impact of app revenue model choices for app revenues: A study of apps since their initial App Store launch," Economic Analysis and Policy, Elsevier, vol. 76(C), pages 325-336.
    3. Wondwesen Tafesse, 2023. "The differential effects of developers’ app store strategy on the performance of niche and popular mobile apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 317-330, September.

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