MOBILE APPS EVALUATION: AN EXPLORATORY STUDY OF SMART PHONE USERS IN INDIA
Dixit, Amit, Tarun Kushwaha · Zenodo (CERN European Organization for Nuclear Research) · 2021
ABSTRACT The widespread use of smart-phones has added new dimensions to interactive m-commerce in India. The penetration of smart-phones has brought millions of mobile applications (Apps) to the users and these apps offer direct marketing channels to marketers to communicate with target customers at any place and at any time. The marketers use customer’s profile and provide contextual and relevant information through the apps. These apps are significantly influencing every step of the buying behaviour of young consumers especially in the age bracket of 18-35 years. These apps are technological breakthrough and their evaluation and usage depends upon various factors. The present paper attempts to focus on the underlying factors that drive consumers to evaluate and use mobile app technology. 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