애플리케이션 마켓의 앱 구매에 관한 연구

A Study on Factors Affecting Application Purchasing in Application Market : Focused on Paying Users

With wide deployment of smart phones showing no sign of slowing down, there has been abundant research on market growth and trends as well as consumer behavior and willingness to adopt smart phones. Yet scant attention has been given to consumers’ response to mobile applications in relation to their usefulness. We examine plausible factors affecting purchasing behavior of mobile application buyers and explore how usability of applications can play a role in making decisions on mobile application purchases, particualry paying attention to the emerging importance of business models for developing mobile applications. We found that infortation, entertainment, position-based service and SNS show perceived usefulness, which may contribute to buying specific mobile applications. We also found that purchasing decisions are positively affected by application features as well as usefulness of applications perse.