Influencing Factors Of User Purchase Intention In Intelligent Mobile Device Application Store

Based on exsiting research in mobile internet field, this paper summarized multiple attributes of Intelligent Mobile Device Application (IMD APP). Inspired by Perceived Risk Theory, an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model was developed. A Structural Equation Modeling (SEM) method was deployed to perform the empirical research, for which a model of influencing factors of user purchase intention in intelligent mobile device application store was built and the hypothesis were tested.Nowadays the IMD APP related industry keeps growing:the IMD products are upgrading at a rapid speed, with a high diversity in type; application stores are competing fiercely while their market share constantly changing; the number of users of mobile internet is increasing sharply with a great market potential. Background in these aspects, it is interesting to understand the users’payment behavior and the strategy to win paying customers for all the roles in this industry:application selling platform provider, application developer, mobile device producer and so on. The survey conducted for this empirical study was in both Chinese and English languages, so that feedbacks from users in different countries were collected for analysis. Following the Structural Equation Modeling method, the model fitting and modification were done to test the hypothesis, i.e. performance expectancy, effort expectancy, social influence, together with perceived risk are the factors which influence significantly the purchase intention of IMD APPlication store users. There are no significant differences in the purchase intention of users with different nationalities, while for users in different countries there are.From the consumer’s point of view, this paper analyzed the factors which motivated or prohibited users from purchasing IMD APP. It provides reference for developers and application platform owners.