Management Review

›› 2017, Vol. 29 ›› Issue (1): 125-133.

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A Study of Mobile APP Adoption Process Based on Massive Log Data

Zhang Chong1, Liu Ying2,3, Chu Min4, Mei Mei5   

  1. 1. School of Information Science, Beijing Language and Culture University, Beijing 100083;
    2. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;
    3. Key Laboratory of Big Data Mining and Knowledge Management, University of Chinese Academy of Sciences, Beijing 100190;
    4. Alibaba Cloud Computing Co. Ltd., Beijing 100020;
    5. Institute of Medical Information, Chinese Academy of Medical Sciences, Beijing 100020
  • Received:2013-12-13 Online:2017-01-28 Published:2017-03-16

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Abstract:

This study qualitatively and quantitatively analyzes the whole adoption process of mobile APP. Firstly we build user adoption process conceptual model of mobile APP based on 76 users' interview and point out that the whole adoption process include four stages, three times of decision-making and three kinds of user losing; Then we reveal the user behavior features based on 20 million users log data:analyze the basic distribution features of user lifecycle, define the cycle time of different stages and analyze the two-stage user losing rate of the whole adoption process.

Key words: mobile APP, technology adoption, customer adoption, customer losing