Asia Review 2023 KCI Impact Factor : 0.86
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pISSN : 2234-0386
- https://journal.kci.go.kr/asiareview
KJCKorea
Journal Central
Customer Value of a Smartphone App: A Comparison of South Korea and India
- Asia Review
- Abbr : SNUACAR
- 2020, 9(2), pp.3~40
- DOI : 10.24987/SNUACAR.2020.02.9.2.3
- Publisher : 아시아연구소
- Research Area : Social Science > Social Science in general
- Received : June 15, 2019
- Accepted : January 29, 2020
- Published : February 28, 2020
1성균관대학교
Accredited
ABSTRACT
Today, mobile devices serve as the primary communications and media vehicles for many and play an increasingly important role in the daily lives of consumers in both developed and high-growth economies. Smartphone apps are software applications developed for use on mobile devices such as smartphones and tablets. Once developed, an app is sold via an application distribution platform, commonly known as an app store. As the profit margins from app sales are small, an app should ideally appeal to a large number of users worldwide in order to be successful. However, many developers are unaware that users from different countries have different behaviors and needs, and that these factors affect app downloads. To better understand today’s mobile world, we selected data from South Korea and India for an indepth look at mobile consumers and how they use their devices around the globe. The proposed research model includes a number of constructs such as app perceptions, customer service, perceived ease of use, design, promotion, perceived consumer risk and connectivity. In South Korea, empirical results revealed that perceived consumer risks have a negative relationship with consumers’ perceived repurchase intention. All of the other variables are found to be positively related to the repurchase intentions. In India, customer service and perceived consumer risks are not supported and all of the other hypotheses are statistically significant.
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