Factors affecting the effectiveness of branded applications in smart phones

Document Type : Original Article

Author

Assistant Professor, Department of Public Relations and Advertising, Faculty of Mass Communication, Cairo University

Abstract

This study seeks to investigate the impact of the personal characteristics of users of smart phones branded applications on their perceptions of these applications, as well as to reveal the effect of these perceptions on the attitudes towards these applications and then examine the effect of these attitudes on the intention to buy through them. Perceived features include: optimism about the use of technology, love of innovation and trying new things, and a sense of the availability of security, while perceptions include perceived utility, ease of use, and perceived pleasure. This study also seeks to investigate the differences between users of these applications and non-users in terms of personality traits, perception of ease of use, and the attitude towards branded applications.

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