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Willingness to Pay and Disposition Toward Paying for Apps: The Influence of Application Reviews

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  • Christopher P. Furner

    (Department of Management Information Systems, East Carolina University, Greenville, NC, USA)

  • Robert Zinko

    (Texas A&M University -- Central, Texas, USA)

Abstract

This article describes how mobile application adoption is growing dramatically. However, only a small proportion of mobile apps are paid for. This leads to the question: which factors dispose an individual to be willing to pay for an app? Using uncertainty reduction theory as a framework, along with transaction cost economics, this study considers several individual level, app and app review characteristics which may influence willingness to pay. An experiment is conducted using a mobile application marketplace simulator and 4 application reviews are developed which vary in terms of information quality and app utility. Also measured are several individual characteristics. Findings suggest that individuals who have a disposition toward paying for apps and those who score low in terms of mobile computing self-efficacy are willing to pay more for apps. Also, individuals are willing to pay more for hedonic apps than utilitarian apps. Finally, there is a positive relationship between both history of paying for apps and trusting disposition on disposition toward paying for apps.

Suggested Citation

  • Christopher P. Furner & Robert Zinko, 2018. "Willingness to Pay and Disposition Toward Paying for Apps: The Influence of Application Reviews," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 10(1), pages 13-33, January.
    • Handle: RePEc:igg:jesma0:v:10:y:2018:i:1:p:13-33
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJESMA.2018010102
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    Cited by:

    1. Robert Zinko & Paul Stolk & Zhan Furner & Brad Almond, 2020. "A picture is worth a thousand words: how images influence information quality and information load in online reviews," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 775-789, December.
    2. Trang P. Tran & Christopher P. Furner & Ilia Gugenishvili, 2022. "The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 14(1), pages 1-19, January.

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