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While the mobile application market is growing fast, the revenues of the majority apps are declining. Moreover, paid mobile application prices and purchases have been slow because of intensifying competition. However, the conventional studies focused only on the acceptance factor of mobile applications, so they cannot explain the phenomenon such as acceptance resistance for paid mobile applications. Therefore, our study tries to analyze the factors for the acceptance resistance of users for paid mobile applications. The research model in this paper, which is based on S-O-R model, verified through surveys how social influence and app characteristics affect user perception and how user perception affects to app resistance. The results of our study showed that paid mobile applications happened to be destroyed in front of the chasm because of the perceived loss. Consequently, the results implicate that the developers should lower the initial price and actively react to the negative reviews in order to lower the perceived loss. Moreover, the results verified that a sense of self-efficacy can lower application acceptance resistance by including personal properties to our research model as control variables.

Analyzing Impact Factors of User Resistance to Accepting Paid Mobile Application