Investigating how the mobile app users' past purchase experience affects app download behaviour: the role of immersion and abstention

This study aims to describe and model mobile users' behaviours of app downloads using immersion and abstention effects. The authors describe the processes in which consumers' experiences of apps lead to immersion and abstention, which are combined and appear as behaviours of app downloads, to express them as a concrete model and functions. We predict what app users have decided to download at the point of decision-making. It was observed that as the users experienced apps, immersion and abstention were combined so that a utility shape in an inverted-U shape appeared. In addition, immersion and abstention were relatively dramatic in the game category, while they were not strong in other categories such as information and hobby. This study will collect data in the representative app stores in South Korea directly, and build quantitative functions that can analyse cumulative records of consumers' app downloads.