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

Jhinuk Chowdhury et al.

Business Perspectives and Research2026https://doi.org/10.1177/22785337251409004article
AJG 1ABDC C
Weight
0.50

What the paper says

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.

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https://doi.org/https://doi.org/10.1177/22785337251409004

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@article{jhinuk2026,
  title        = {{Unlocking App Downloads: A Regulatory Focus Perspective on Consumer Behavior at Product Launch}},
  author       = {Jhinuk Chowdhury et al.},
  journal      = {Business Perspectives and Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/22785337251409004},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.