Year: 2023
Type: article
Study design: Observational Study
Abstract: Audio/video mobile applications (apps) enable people to engage in leisure activities without time and space restrictions, which gradually changed human leisure behaviours. This study is one of the first to integrate means‐end chain theory, Kano and conjoint analyses to reveal young user preferences for entertainment audio/video mobile apps. A preliminary qualitative survey with 36 young interviewees established the questionnaire items in the subsequent survey of 389 young respondents. Results show that ‘subtitle choice’, ‘resolution selection’, ‘top ranking list’ and ‘advertising mode and format’ are key attributes that directly influence young user willingness to download apps. In particular, ‘flashing banner ads’, ‘resolution ≤ 480 ppi’, ‘5 seconds to skip ads’, providing ‘subtitle choice’ and without ‘top ranking list’ is the best combination of attribute levels of audio/video apps that meet young users' desires. That is, young users prefer mobile apps with ‘resolution ≤ 480 ppi’ and ‘subtitle’ choices and expect that they can skip flashing banner ads in 5 s. Providing a top audio/video ranking list, however, is unnecessary for young app users. The findings can help marketers and app designers develop effective app designs and advertising strategies for young users to expedite the adoption of entertainment audio/video apps.
DOI: 10.1111/ijcs.12955
Authors: Chin‐Feng Lin, Chen‐Su Fu, Chi‐Yun Wu
Institutions: National Pingtung University, National Cheng Kung University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4377943919