Title: Mobile apps personalisation and shareability as drivers of students' choices

Authors: Kleopatra Konstantoulaki; Kostas Kaimakis; Panagiotis Kaldis; Ioannis Rizomyliotis

Addresses: University of Westminster, London, UK ' University of Rotterdam, Rotterdam, Netherlands ' University of West Attica, Athens, Greece ' University of West Attica, Athens, Greece

Abstract: Nowadays, smartphones are regarded as an extension of individual selves, as they are used several times throughout the day. Lately, an increasing number of universities have adopted tailored smartphone applications to enhance students' engagement, performance and overall experience. Although early studies show that students accept this practice, they seem to shape their preferences and usage decisions based on the specific features that each application offers. The literature points towards some attributes that tend to influence mobile app users' decisions, such as personalisation and shareability. The current study aims to expand the findings of past research and explore the effect of application personalisation and shareability on higher education students' preferences. The results show that apps with personalisation and shareability features are preferred by students, who are also more eager to recommend the app to their peers and hold stronger in-app purchase intentions.

Keywords: mobile apps; shareability; personalisation; in-app purchases; higher education; student decisions.

DOI: 10.1504/IJEMR.2023.129933

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.2, pp.190 - 201

Received: 01 Jul 2021
Accepted: 01 Sep 2021
Published online: 03 Apr 2023 *

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