Research On Customer Behavior Of App Store Based On Tam&Idt Model

Mobile Internet commercialization has accelerated in recent years, in this environment, Apple Inc. released its mobile application store, which starts a totally new operating model. The app store is an opening platform and it allows software developers to communicate with users face-to-face. It also take use of related resources of the partner enterprise on the value chain, which makes mobile commerce, e-commerce advantages rolled into its own. App store has been widely used while releasing, the number of download of applications is far more than6billion, the number of released software has reached300000> meanwhile the income is more than＄500million by October2010. Terminal manufacturers, telecom operators, as well as third-party software development companies starts to emulate. What is the reason for great success in App Store? And for the Chinese telecom operators, how to seize this opportunity to develop their own? These questions are worth exploring.This paper first describes the development of mobile commerce through a variety of survey data and analysis reports, analyzes the issues of mobile application store and introduces the significance of the study. Through the review of the previous studies home and abroad, this paper choose the widely used TAM theory model and the strong explanatory IDT model as theoretical basis, then take the compatibility in IDT model as an extension variable into TAM model. Meanwhile, after reference to previous studies, this paper chooses the representative platform perception characteristics of mobile application store as external variables, build path between external variables and TAM variables, and finally obtained the research model. Then we define each variable, design questionnaire and do empirical research. After gathering enough data, this paper uses SPSS17.0to do analysis, including reliability test, validity test, and factor analysis, finally,11of the13hypotheses in this paper have passed the authentication.According to the results of data analysis, this paper put up following recommendations for the mobile application store operators:Increase the free products, looking for other profit point; increase community interactive applications, enlarge the scale of the users; improve the service and improve user perception of usability and usefulness; establish and improve consumer protection system, enhance the user’s trust.