Users' adoption of mobile applications: Product type and message framing's moderating effect

Downloading mobile applications (apps) becomes an indispensable part of smartphone users' life. In turn, users' apps evaluation is crucial for app service providers. This study develops a conceptual framework to outline users' behavior regarding apps that draws on signaling theory and regulatory focus theory. The study conducts two experiments involving 476 participants to test the research hypotheses. The results suggest that app type and perceived risk moderate reputation source's influence on users' attitude toward using apps. Message framing moderates the effect of app type on perceived usefulness of the app. This research advances signaling theory and message framing in explaining users' adoption and evaluation of mobile apps.

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