Start Date
12-16-2013
Description
Recently, many mobile apps have made viable new business models such as in-app purchase. In this paper, we quantify how mobile app usage relates to the unique characteristics of behavioral orientations and content types, focusing on the interrelationship among content usage in the context of in-app purchase. Using a large-scale dataset of individual content usage in a particular music mobile app, we build a simultaneous equation panel data model to examine dynamic interdependent usage of mobile app. We find a positive temporal effect of self-oriented content usage (download) on other-oriented content usage (gift), based on behavioral orientation, and also a temporal interdependence between external (ringtone) and internal usage (mp3) based on types of content. We also find that the 4G communications standard increases content usage in this mobile app. These findings provide useful insights for mobile app developers, mobile network operators, content providers, and mobile device manufacturers.
Recommended Citation
Chung, Sunghun, "An Empirical Analysis of Usage Behavior by Content Type and Behavioral Orientation on a Mobile Music App" (2013). ICIS 2013 Proceedings. 14.
https://aisel.aisnet.org/icis2013/proceedings/EBusiness/14
An Empirical Analysis of Usage Behavior by Content Type and Behavioral Orientation on a Mobile Music App
Recently, many mobile apps have made viable new business models such as in-app purchase. In this paper, we quantify how mobile app usage relates to the unique characteristics of behavioral orientations and content types, focusing on the interrelationship among content usage in the context of in-app purchase. Using a large-scale dataset of individual content usage in a particular music mobile app, we build a simultaneous equation panel data model to examine dynamic interdependent usage of mobile app. We find a positive temporal effect of self-oriented content usage (download) on other-oriented content usage (gift), based on behavioral orientation, and also a temporal interdependence between external (ringtone) and internal usage (mp3) based on types of content. We also find that the 4G communications standard increases content usage in this mobile app. These findings provide useful insights for mobile app developers, mobile network operators, content providers, and mobile device manufacturers.