A Study For User’s Acceptance Behavior On Mobile Application Store

With the development of mobile communications technology, the business of mobile internet has permeated more and more widely. At the same time, mobile phones, tablet PC and other intelligent terminations have also been widely used. But the consumer’s demand for mobile applications and other digital content has become personalized and diversification. Since the apple company launches APP store innovation and gets success, the domestic and foreign manufacturers of the mobile phone industry chain have launched their own mobile application store. Mobile application store satisfy people’s individual needs for mobile application and is in rapid development currently. For the mobile application store platform providers, how to stand out in many companies, access to user acceptance and recognition is particularly critical.After carding and analyzing existing research, this paper based on the perceived value of user acceptance theory and trust model, and combined the characteristics of mobile application store, made a research model for user’s acceptance behavior on mobile application store from the view of customer perception of value which consists of income and cost, then build a model of s user’s acceptance behavior on mobile application store by putting three perceived benefits related factors(perceived usefulness, perceived entertainment, social value) and three pay-related factors(perceived price, perceived ease of use, perceived risk).After analyzing 345 pieces of valid questionnaires, the author tried to make some tentative conclusions on the relationship between the Perceived benefits factors, perceived pay factors, perceived value, trust and customers’ intention. Several hypothesizes were justified and the influence for each hypothesis was calculated. The result of the reasonable test showed that research model could effectively explain the user’s acceptance for mobile application store behavior. Perceived usefulness, perceived risk, social values, perceived price, perceived ease of use are the important factors which influenced user’s acceptance behavior. Customers’ perceptive values play an important. These factors influenced the customers’intention through the user perceived value and trust.Finally, based on the empirical research, the author gave some marketing strategies t for providers of mobile application store platform from the angle of enhancing the perceived usefulness, reducing the perceived risk, enhancing the perception of social value, reducing the perceived price.