DefinePK

Abstract

<jats:p>The purpose of this study is to understand the factors which influence the users in selecting and continuing to use mobile applications. The study aims to find out how novelty and level of convenience influence the users in making a habit of using applications. The methodology adopted for the study was a mixed-method quasi-experimental intervention. The independent variables identified were novelty and level of convenience. Users prefer simplicity-driven technology which results in more number of subscribers and an increase in loyalty. The novelty or newness that an application introduces affects the way in which a user interacts with the mobile application. The dependent variables identified for the study were excessive dependence, attachment and time spent by users. When an application is convenient and easy to use, users tend to depend more on it which indirectly increases the overall time spent by them and levels of attachment exhibited by them. The sample size for the study was 60 male and female participants pursuing an undergraduate and postgraduate course in National Institute of Fashion Technology, Kannur. The group was divided into two consisting of 30 people each. The age range of the sample considered was 18 – 28 years. The current study was conducted on an intervention basis, where one of the two groups selected was to go through a pre and post-test in the beginning and end of the intervention, and the results were compared between both groups and within one group with the help of the t-test. The results proved, with the constant introduction of novelty and lack of convenience there was an increase in the amount of time spent on the app. If there is a lack of convenience and no constant introduction of novelty, it resulted in lesser attachment and dependence on the app.</jats:p>