The Research About Download Behavior Of Users On Mobile APP Stores

The concept of mobile applications store was first put forward by the Apple Inc and it has been a huge success. With the popularity of smartphones, mobile app store also developed quickly. Mobile app store has vast application resources, and it is the main platform for users to download the application. Now, in order to seize the entrance to phone android and win the trust of huge number of users, developers has developed various applications. For the operators of mobile applications store, the more downloads on the platform, the greater interests are.For the mobile application developers or the company,downloads is also the important indexes for evaluation of product promotion effect, and mobile app store is also the main channel to promote, and most downloads are from mobile app store, therefore downloads is very important for mobile app stores and mobile application development. So what factors influence downloads of the user in the mobile app store is a very worth studying problem, this paper is aimed at this problem, trying to find out the influence factors of affecting users to download.This paper study from the perspective of theory, and on the basis of a large number of related literature at home and abroad. Through the analysis and induction, It proposes download behavior model of users on mobile app store based on the TAM and TPB integration model. Because mobile application store is also belongs to the category of mobile service and mobile commerce, this paper learn from other researchers study of mobile services, and includes perceived enjoyment, perceived cost,perceived risk into the model to improve the interpretability of the model. In addition, this paper also takes gender and age as a moderator variables to analysis of that if there are differences in each research variable.In this paper, mobile app store download behavior model is put forward on the basis of theoretical research, and it validates the model with the AMOS 17.0 software based on 429 valid questionnaires. Finally according to the conclusion of this study, it put forward constructive suggestions for mobile application store operators and mobile application developer.