A mobile app is an application that can be used on a mobile phone. Typically, the user will download the app from an application store. Generally, apps are free to download.
The popularity of mobile apps has increased steadily over the years. However, achieving a high download rate is a challenging task. For this reason, it is important to understand the factors that influence the download stage of a mobile app.
Among these factors, users’ perception of app popularity has a positive effect on their download intentions. But, perceived privacy concerns also have a negative effect on their download intentions.
Hence, practitioners need to pay close attention to the issue of mobile privacy. By understanding users’ information processing in the app download stage, they can create more effective mobile marketing campaigns. In addition, it can help them avoid the pitfalls of their competitors.
Researchers have recently looked into the contextual cues that can affect users’ information processing in the app download stage. These factors include the appearance of a permission request, the elaboration process of the user, and the presence of a phone number.
While some app stores are more than willing to disclose the permission requests in their app download pages, others are not. This may cause users to worry about their privacy.
This study proposes a new contextual cue that can help reduce users’ privacy concerns. It is based on the idea that providing a justification for the app’s permission request can ease the concerns of users.