Researchers have shown app evolution to continuously lead to app success from the developer perspective. However, few studies have explored app success from the user perspective, which limits our knowledge about the role that app evolution has in app success. Building on app evolution literature and the technology acceptance model (TAM), we investigate the influence that effectiveness of app evolution has on perceived app usefulness, perceived ease of use, and app continuance intention (a proxy for app success from the user perspective). We collected survey data from 299 app users on both the Google Play and Apple’s App Store platforms in the United States. Our findings indicate that effectiveness of strategic evolution and effectiveness of evolution speed directly affect perceived app usefulness, while effectiveness of operational evolution and effectiveness of evolution speed directly affect perceived app ease of use. In addition, perceived app usefulness and perceived app ease of use constitute two key factors that lead to app continuance intention. Perceived ease of use affects users’ app continuance intention both directly and indirectly through perceived app usefulness. This study enhances our knowledge about the relationship between effectiveness of app evolution and app continuance intention. Such knowledge has particular importance in helping small firms or startups with limited resources understand how to retain app users. We also discuss limitations and directions for future research.
Liu, Y., Song, J., Wang, X., & Tang, X. (2021). Investigating the Relationship between the Effectiveness of App Evolution and App Continuance Intention: An Empirical Study of the U.S. App Market. Communications of the Association for Information Systems, 49, pp-pp. https://doi.org/10.17705/1CAIS.04909