An Empirical Research On The Mobile Device User Download Wish To The Paid Applications—Based On Apple's App Store

As the news times of mobile intelligent terminal refresh yearly,mobile Internet users boom,and the mobile terminal applications increase rapidly,Mobile terminal application store as one of the dominant paradigm in the future mobile commerce is playing an increasingly significant role.With various forms of app stores rising,how to stand out in a number of homogeneous applications,allow users to quickly capture application information and download them has become a study for the App Store company and App developers.Paid application is an important part of the mobile apps and the necessary ecological in future mobile commerce development.In recent years,Apple has used to improve and adjust the payment and other aspects of application promotions,which are intended to extend users of paid-app group and explore the new eco-mobile applications.Therefore,the factors that influence the mobile intelligent terminal users to download paid apps have become a new topic in current industry.Selecting Apple App Store as the research object,we analyzed the main theoretical ambient of Mobile Apps and the main user adoption theories in mobile commerce.Combined with Apple intelligent terminal's own characteristics,based on the integrated valence theory and social and environmental factors,we think that the positive and negative factors that will have an impact on user's willingness to paid apps through perceived value and perceived trust.We collect 308 questionnaires,using SPSS22.0 to test reliability and validity and MATLAB to study the model of partial least squares analysis,tested by regression coefficients and T values to arrive at main drivers and constraints that impact Apple mobile terminal users'willingness for paid applications.The empirical results indicate that through perceived value,perceived usefulness and perceived compatibility are absolutely positive factors that affect user's willingness to download the paid applications,whereas perceived cost is the main barriers for user's paid applications adoption;on the other hand,perceived trust has a positive impact on user's willingness to download the paid Apps and complexity and perceived platform security are the main impediment on user's perception of trust.And the user's community environment also plays an important role in their choice of paying.The finding not only enriches the mobile applications adoption theoretically from the perspective of valence theory,but also provides pricing revelations and functional Suggestions for platform supplier and software developers on paid apps.