University of Twente Student Theses
“Simply download the App...!”: The influence of personality traits on the download intention of festival-related apps
Rott, Enrico (2023) “Simply download the App...!”: The influence of personality traits on the download intention of festival-related apps.
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| Abstract: | Over 6 million mobile apps are available in app stores nowadays. Yet, our understanding of the factors influencing users’ intention to download these apps is mostly focused on usability and user aspects. While such traditional predictors have been extensively studied, the potential impact of personality traits on app download intention remains largely unexplored. Studying the link between personality traits and app downloads enhances our understanding of how people make digital choices. Researching the influence of personality traits on app downloads could improve app design and customization to suit diverse user personalities and experiences. This study aims to bridge this gap by investigating the added value of personality traits alongside traditional predictors in predicting app download intention. Drawing upon a sample of young adults, a comprehensive survey design integrated traditional predictors and personality traits in a stepwise regression model to investigate the added value of our human characteristics on the download intention of a festival app. The traditional predictors consisted of basic needs, subjective norms, attitude towards using, perceived usefulness, and performance, while the personality traits were defined as Extraversion, Conscientiousness, Agreeableness, Neuroticism, and Openness. Through a self-administered survey, the data of 136 respondents were analyzed. Results underscored the significant role of the traditional predictors, such as basic needs, attitude towards using, and performance expectancy. However, the big five personality traits of Extraversion, Conscientiousness, Agreeableness, Neuroticism, and Openness failed to increase the predictive power of the model. The study gives important insights on how to position personality traits in research models for app adoption and advises future research to focus on specific types of apps when predicting download behavior. App marketing campaigns should focus on the basic needs of their customers, their attitude towards the app, and the performance users expect it to have. Researchers should pay attention to the difference between hedonic and utilitarian applications, as the different types of apps have different relations to personality traits. The findings have important implications for developers, marketers, and researchers who want to improve the targeting of marketing campaigns or optimize app designs. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/95501 |
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