The Research Of Mobile Application Store Users Behavior Impacting Factors Based On Utaut

Since2008, Apple launched APP Store. This new business model had gotten a great of concern. With the advent of the era of mobile Internet, mobile application stores develop rapidly. The study on mobile application store users’behaviors is the extension of the Internet computer terminal. Therefore, what factors affecting the mobile application store users’behaviors and how these factors affect users’ behaviors becomes a new topic which is concerned by the industry and academia area.Online reviews can reflect the attributes of the product/service, which can affect consumers making purchasing decisions. It is the key factor that affects product/service’s sales. Scholars have demonstrated its importance in the traditional e-commerce industry from multidimensional. In mobile Internet era, users can access online reviews anytime and anywhere that they required. It is worth of further study on the impact of the mobile application store user consumption willingness.By observing the mobile application store and then combined with relevant theoretical literature study, this study determine three measurement dimensions of online reviews (online reviews timeliness, quality of online reviews, online reviews quantity) in the mobile application store environment. This study Proposes the conceptual model of online reviews affect the mobile application store users’behaviors based on the model of UTAUT and8hypotheses, then combined with empirical analysis to verify these hypothesis. The empirical results show that in the environment of mobile application store, except the social influence of the UTAUT model, performance expectancy and effort expectancy have a significant positive impact on the user’s purchase intention. And contributing factors and purchase intentions also have a positive impact on purchase behavior. The study also shows that online reviews timeliness doesn’t have significant effect on mobile application store user’s purchase intention. It’s different form the other two variables.Finally, we explain the research findings combining practical situations, and put forward sensible recommendations for App store participants.