Value and risk: Dual pillars of apps usefulness

The rapid expansion of Apps and subsequently Apps marketing have now entered into a post-adoption stage, where technical characteristics and qualities such as visual design, user interfaces, and navigation become the determinants of consumer 's intentions. However, very few studies have looked into the perceptions related to usefulness and "post-adoption" or acceptance of Apps-commerce. Building on risk and value concept, the aim of this chapter is to expand an understanding of the decision-making of those potential Apps customers to adopt Apps usage for the first time and also re-purchase decisions of experienced e-customers. As the concept of customer value has received increasing attention from both marketing, mangers, researchers and practitioners, more originalities are encouraged to start incorporating the elements of Apps value, Apps risk, Apps usefulness elements in their strategies to sustain their core businesses activities. Besides, customers are likely to perceive a higher level of risk in using Apps than in traditional in-store setting. Thus, this chapter proposes that the risk concern of user information given to the vendors has an impact on the amount of consumption in Apps market. The practical and conceptual implications are discussed.