A Vision Of Uses And Gratifications Applied To The Study Of Use Contexts For The Mobile APP

With the growth of mobile phone users and the rapid updating of mobile terminals, mobile APP has also been a considerable development.APP market share as well as APP research is increasing. In the background of mobile Internet, compared to traditional products, people can use APP from anywhere at any time. However, there are few researches on the context of mobile APP in the existing literature. The same is true for researches on the uses and gratifications of mobile APP. Therefore, it is meaningful to study what type of APP people use in a given situation and which type of satisfaction is obtained.In this paper, mobile APP classification method is with reference to existing classification standards. In the aspect of gratification, this paper uses the grounded theory to summarize five kinds of gratification when people use mobile APP in pilot study, and validated by factor analysis in the main study. In the aspect of context, with reference to the method of the previous literature, this paper use seven dimensions to divide the context of mobile APP, and classify the context as "Leisure time at home","Outdoor activities" and "Work in the office" by using two step cluster method.In the further study, the chi-square test and the nonparametric test were used to find that the user's preferred APP type is different contexts,and users get different gratifications from using different types of APP, and users get different gratifications from using APP in different contexts.Logistic regression and variance analysis are used to explore the specific relationship between the above three. In addition, the APP users are clustered and the preferences of different people for APP types are studied.In the end, according to the conclusion of the study and the market analysis,the paper puts forward the management suggestions for different types of APP.