The Effectiveness of Perceived Personalization to Promote Mobile Apps Usage

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Other Title
  • パーソナル化の知覚がモバイルアプリの利用行動に与える影響

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Description

<p>This study reveals how personalized smartphone applications motivate users. Many services have tried to attract their customers by tailoring information to each individual. Although the key may be the personalization, empirical studies on personalized apps are sparse and further investigation is needed. There are two types of personalization — context and personal profile — that influence usage flow. This study’s hypotheses are designed from prior studies on information systems and personalized services. Multigroup analysis for structural equation modeling was conducted to test the hypotheses. Quantitative results suggest that perceived personalization drives intention to use apps thorough three mediating factors: attitude toward usage, perceived usefulness and perceived ease of use. In addition, the result shows that context personalization and personal profile personalization have varying direct and indirect effects on motivation. Finally, several dimensions including academic implications, practical implications, study limitations, and future research directions are discussed.</p>

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Details 詳細情報について

  • CRID
    1390287907269892352
  • NII Article ID
    130008033387
  • DOI
    10.11194/acs.23.1_23
  • ISSN
    18839576
    13469851
  • Text Lang
    ja
  • Data Source
    • JaLC
    • CiNii Articles
  • Abstract License Flag
    Disallowed

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