... Licensed re-use rights only Technology readiness Mobile apps Technology readiness and acceptance model mHealth Health consciousness Dietary and fitness apps Increasing rates of smartphone ownership and the high penetration of internet access have led to the pervasiveness of various...

...) and postgraduates (PGs) of mobile apps and the purpose of this paper is to suggest implications for consumer behaviour theory and marketing practice for the two groups of students. Design/methodology/approach – Literature informed us of the paucity of research on the relationship between behavioural theory...

...Sunghun Chung Purpose – The purpose of this paper is to quantify how mobile app usage relates to the unique characteristics of behavioral orientations and content types, focussing on the interrelationship among content usage in the context of in-app purchase. Design/methodology/approach...