Drivers of App Installation Likelihood – A Conjoint Analysis of Quality Signals in Mobile Ecosystems

Abstract

Users typically draw on multiple quality signals to overcome their uncertainties before installing smartphone applications. While several of such signals have been studied separately, research still lacks an integrated conceptual framework of signal classes and their relative importance for app installation likelihood. Drawing on signaling theory, a conjoint analysis of platform and environment signals was conducted based on an online survey of 109 smartphone users. Five signals from three distinct signal classes were found to have significant effects on users’ expected app quality perception, a holistic quality assessment that mediates the signals’ impact on app installation likelihood. Our findings suggest that while differing in magnitude, app-related and vendor-related platform signals as well as external environment signals contribute significantly towards expected app quality perceptions. This study provides a nuanced analysis of platform and environment signals that drive app installation and also contributes towards a better understanding of the underlying decision process.

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