Understanding mobile apps post-adoption behavior and discontinuance : a grounded theory perspective | |
| Author | Lamichhane, Roshee |
| Call Number | AIT Diss. no.SM-25-03 |
| Subject(s) | Mobile apps Grounded theory |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Users are prone to discontinuing mobile apps for unknown reasons, therefore posing challenges to developers and marketers who aim to encourage user retention. Though app adoption and usage are widely prevalent, few in-depth investigations study discontinuance behavior across different app categories and user contexts. This study attempts to fill the gap by investigating app discontinuance determinants and appropriation practices through Expectation-Disconfirmation Theory (EDT). The findings have important consequences for Marketing and Information Systems research and practice.An inductive grounded theory approach was adopted, interviewing 38 users across 21 countries, aged 21-57, to discuss their experiences with appropriating practices after disconfirmation with mobile apps. This study presents findings from two phases of data analysis using the same dataset. Phase 1 found that users engage in various appropriating practices before discontinuing their mobile apps, employing engagement practices (workarounds and reframing) and disengagement practices (discontinuance and deferring). Four distinct post-adoption behaviors were identified: workarounds, discontinuance, reframing, and deferring. Using Expectation Disconfirmation Theory (EDT), this study extends EDT to include a new category of disengagement practices called "deferring".Phase 2 identified ten key factors influencing app discontinuance among 29 Asian users, categorized into negative (inhibiting), positive (enabling), and intervening themes. Findings help users navigate discrepancies between expectations and actual app experiences, contributing to the literature on post-adoption of mobile apps. This study provides insights into managing app discontinuance and practical implications for businesses aiming to retain app users. Unlike most research focusing on users' intention to discontinue specific apps, this study examines actual app discontinuance across the entire app ecosystem. Phase 2 extends explicitly the Push-Pull-Mooring (PPM) framework by introducing the availability of alternatives and the external environment as new constructs.Understanding app discontinuance dynamics can help app developers improve user experience, address dissatisfaction, and reduce abandonment rates. Future research can explore distinct usage patterns of hedonic and utilitarian apps, varying attitudes and behaviors across age groups, and factors influencing app selection in diverse cultural settings. |
| Year | 2025 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Junaid, Muhammad;Ward, Philippa (Co-Chairperson); |
| Examination Committee(s) | Pisut Komsaap;Zimmerman, Willi; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2025 |