Mobile App Marketing: A Conjoint-based Analysis on the Importance of App Store Elements

摘要

Today, little is known about how the various elements involved in the presentation of mobile applications (apps) in app stores influence the download or purchase decision. Current publications primairly focus on the possibilities and technical tools of app store marketing based on best practices or experience. However, research on customer preferences with regards to the presentation of apps in app stores as well as the impact of single app store elements on purchase or usage decisions has yet to be addressed. In this context, the key research objective of this paper is to analyse the impact of individual app store elements on customer choice. Accordingly, this study will identify the relative importance of individual app store elements to derive recommendations on how to successfully present mobile applications in app stores. With this objective in mind, a conjoint analysis was carried out in this study for a fictitious mobile messaging app to be presented in the Apple App Store.