Unlocking App Downloads: A Regulatory Focus Perspective on Consumer Behavior at Product Launch

This study examines consumer intentions to download newly launched mobile applications through an extension of the Unified Theory of Acceptance and Use of Technology (UTAUT). Using a sample of US consumers ( n = 1,670), we incorporate psychological self-identity attributions and Regulatory Focus Orientation to explain how personal values and motivational states influence technology adoption. Applying partial least squares structural equation modeling, we find that self-efficacy, motivation to learn, and self-actualization affect app Download Intentions through UTAUT variables, with performance expectancy and social influence emerging as key predictors. Regulatory Focus is modeled as a moderator, showing nuanced differences in how promotion- and prevention-oriented users evaluate mobile apps. Product Conviction further moderates the strength of UTAUT effects on Download Intention. The model explains 46.4% of the variance in Download Intention. App developers should align app features with consumer expectations for self-improvement, as app acquisition is closely tied to consumers’ aspirations and perceived efficacy.