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Mobile application onboarding processes effect on user attitude towards continued use of applications
Jönköping University, School of Engineering, JTH, Computer Science and Informatics.
Jönköping University, School of Engineering, JTH, Computer Science and Informatics.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Mobil applikationers onboarding processers effekt på användarattityd mot fortsatt användning av applikationer (Swedish)
Abstract [en]

The growing popularity of smartphones in recent years has led to an increase in mobile application development and use. However, a large number of mobile applications are only used once before being removed. For companies and organizations to spend time and money on application development only to achieve low user retention rates is unsustainable. During their first interaction with a mobile application it is crucial that users find functionality and value quickly to avoid discontinuation of use. User onboarding is often implemented in mobile applications to aid in first time interaction, making onboarding processes subject of investigation for effect on user attitude towards continued use of mobile applications.

The study examined mobile onboarding processes and their effect on user attitude towards continued use of applications as well as the difference between onboarding processes effect on user attitude towards continued use of applications. The study was conducted within-subjects through a survey consisting of interaction with two prototypes with different onboarding processes and a questionnaire based on the technology acceptance model in order to investigate the variables of interest. The results of the survey were analyzed to measure the effects of the onboarding processes on the factors of the technology acceptance model and to investigate the differences between the onboarding processes.

The results showed that user onboarding has a positive influence on perceived usefulness, attitude towards use and intention to use. There was no significant difference between the different types of onboarding patterns effect on attitude towards continued use. The positive effects on attitude and intention to use confirmed that implementing onboarding processes in mobile applications could be beneficial for value proposition and user retention. The perceived usefulness proved to be the determining factor on attitude and intention to use.

Place, publisher, year, edition, pages
2019.
Keywords [en]
User Onboarding, Mobile Applications, Technology Acceptance Model, User Attitude, User Experience Design, User Interface Design, User Retention
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hj:diva-45721ISRN: JU-JTH-IKA-1-20190124OAI: oai:DiVA.org:hj-45721DiVA, id: diva2:1346616
Subject / course
JTH, Informatics
Supervisors
Examiners
Available from: 2019-09-23 Created: 2019-08-28 Last updated: 2019-09-23Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf