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  4. Understanding the determinants of success in mobile apps markets
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Understanding the determinants of success in mobile apps markets

Full metadata

Description

Mobile applications (Apps) markets with App stores have introduced a new approach to define and sell software applications with access to a large body of heterogeneous consumer population. Several distinctive features of mobile App store markets including – (a) highly heterogeneous consumer preferences and values, (b) high consumer cognitive burden of searching a large selection of similar Apps, and (c) continuously updateable product features and price – present a unique opportunity for IS researchers to investigate theoretically motivated research questions in this area. The aim of this dissertation research is to investigate the key determinants of mobile Apps success in App store markets. The dissertation is organized into three distinct and related studies. First, using the key tenets of product portfolio management theory and theory of economies of scope, this study empirically investigates how sellers’ App portfolio strategies are associated with sales performance over time. Second, the sale performance impacts of App product cues, generated from App product descriptions and offered from market formats, are examined using the theories of market signaling and cue utilization. Third, the role of App updates in stimulating consumer demands in the presence of strong ranking effects is appraised. The findings of this dissertation work highlight the impacts of sellers’ App assortment, strategic product description formulation, and long-term App management with price/feature updates on success in App market. The dissertation studies make key contributions to the IS literature by highlighting three key managerially and theoretically important findings related to mobile Apps: (1) diversification across selling categories is a key driver of high survival probability in the top charts, (2) product cues strategically presented in the descriptions have complementary relationships with market cues in influencing App sales, and (3) continuous quality improvements have long-term effects on App success in the presence of strong ranking effects.

Date Created
2015
Contributors
  • Lee, Gun Woong (Author)
  • Santanam, Raghu (Thesis advisor)
  • Gu, Bin (Committee member)
  • Park, Sungho (Committee member)
  • Arizona State University (Publisher)
Topical Subject
  • Information Technology
  • Economics, Commerce-Business
  • Marketing
  • Econometrics
  • Mobile Applications
  • Product Description
  • Product Portfolio
  • Quality improvement
  • Text-mining
  • Mobile Apps
  • New products
Resource Type
Text
Genre
Doctoral Dissertation
Academic theses
Extent
ix, 145 pages : illustrations (some color)
Language
eng
Copyright Statement
In Copyright
Reuse Permissions
All Rights Reserved
Primary Member of
ASU Electronic Theses and Dissertations
Peer-reviewed
No
Open Access
No
Handle
https://hdl.handle.net/2286/R.I.29811
Statement of Responsibility
by Gun Woong Lee
Description Source
Viewed on July 6, 2015
Level of coding
full
Note
Partial requirement for: Ph.D., Arizona State University, 2015
Note type
thesis
Includes bibliographical references (pages 117-130)
Note type
bibliography
Field of study: Business administration
System Created
  • 2015-06-01 08:08:17
System Modified
  • 2021-08-30 01:29:26
  •     
  • 1 year 6 months ago
Additional Formats
  • OAI Dublin Core
  • MODS XML

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