A study on determinants of consumer download behaviour of mobile apps and develop a rating model to define the factors of stickiness

Abstract

The rapid rise of smartphones paved the way for numerous mobile apps. However, consumers retain only a few apps in their mobile for a long time and uninstall many apps in short time. This paper identifies the pre-and post-determinants of consumer downloading behaviour of mobile apps. It focuses on the stickiness issue of apps with the Indian consumers. The paper also develops a rating model to determine the stickiness performance of mobile apps using an app score.