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Abstract

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.

Keywords

UTAUT Regulatory Focus mobile app self-efficacy self-identity

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

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