CLICK, SHARE, RECOMMEND: EXPLORING USER BEHAVIOUR IN MOBILE APP USAGE

In order to understand the use of mobile apps, this research examines potential differences in users’ attitudes towards mobile app features, privacy policies and recommendations related to mobile apps. More specifically, it looks at the impact that mobile application features have on users’ willingness to share personal data and on the propensity to recommend the mobile application. The study was performed between May and September 2023 and aimed at 230 participants with mobile app usage in the last 6 months. The data was obtained using a Google form that was shared on social media platforms. Factor analysis and analysis of variance were performed to achieve the research objectives. Results from the study reveal that there are significant differences between the factors usefulness and reliability, and users’ attitudes towards using mobile apps. However, no significant differences were identified for the simplicity factor. The analysis of variance further indicates that there are significant differences between the extracted factors and users’ attitudes towards mobile app privacy. Similarly, the results show significant differences between the extracted factors and users’ attitudes towards mobile app recommendations.