Factors attracting Chinese Generation Y in the smartphone application marketplace

摘要

Smartphone applications (apps) are becoming increasingly popular all over the world, particularly in the Chinese Generation Y population; however, surprisingly, only a small number of studies on app factors valued by this important group have been conducted. Because the competition among app developers is increasing, app factors that attract users’ attention are worth studying for sales promotion. This paper examines these factors through two separate studies. In the first study, i.e., Experiment 1, which consists of a survey, perceptual rating and verbal protocol methods are employed, and 90 randomly selected app websites are rated by 169 experienced smartphone users according to app attraction. Twelve of the most rated apps (six highest rated and six lowest rated) are selected for further investigation, and 11 influential factors that Generation Y members value are listed. A second study, i.e., Experiment 2, is conducted using the most and least rated app websites from Experiment 1, and eye tracking and verbal protocol methods are used. The eye movements of 45 participants are tracked while browsing these websites, providing evidence about what attracts these users’ attention and the order in which the app components are viewed. The results of these two studies suggest that Chinese Generation Y is a content-centric group when they browse the smartphone app marketplace. Icon, screenshot, price, rating, and name are the dominant and indispensable factors that influence purchase intentions, among which icon and screenshot should be meticulously designed. Price is another key factor that drives Chinese Generation Y’s attention. The recommended apps are the least dominant element. Design suggestions for app websites are also proposed. This research has important implications.