Mobile apps market

: understanding culture and gamification impact

Abstract

Nowadays, information technologies are an important and indispensable part of human life, due to the development of Internet and mobile devices, such as smartphones and tablets (Tamilmani et al., 2021). Mobile device utilization growth boosted mobile applications software development. In 2023, the global number of mobile apps downloads reached 257 billion (Ceci, 2024a). The purpose of this research is to understand the impact of culture and gamification on the mobile apps market. Our innovative theoretical model results from the combination of the Extended unified theory of acceptance and use of technology (UTAUT2), Hofstede cultural dimensions, and a gamification construct. The theoretical model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM), in a quantitative study conducted in a European country. To the extent of the research conducted, this is the first time that UTAUT2, Hofstede cultural dimensions, and a gamification construct are combined in a mobile apps’ acceptance study, enriching the literature on this subject, and providing new insights on how culture and game technics influence individual behaviour. Findings reveal that performance expectancy has a significant role in explaining behavioural intention, supporting that an individual will intend to use a mobile app when he believes that it will result in a positive outcome. Furthermore, habit was shown to be an important influence over behavioural intention and use behaviour, highlighting that an individual positive previous experience when using a mobile app will influence his future behaviour. In terms of culture, findings acknowledge individualism/collectivism as an antecedent of use behaviour. The results also confirmed the influence of behaviour intention over use behaviour. The results from this work have implications for researchers and practitioners. For researchers, it can serve as a basis for further development and future research on adoption, culture and gamification impact on information technologies acceptance. For practitioners, it reveals valuable insights for mobile apps development companies, for instance, regarding mobile apps design or marketing strategies development focused on the consumer perspective.

Date of Award	12 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Gonçalo da Costa Aleixo Monteiro Melhorado Baptista (Supervisor)