Not all apps can be favored on a smartphone. Users are bound to abandon some if they lose value. Analyzing the reasons behind this phenomenon can help develop strategies for avoiding app abandonment, which is the focus of this study.
This study conducted in-depth open interviews with 47 respondents who had abandoned or deleted mobile apps before and used the qualitative research method grounded theory to analyze the interview content, followed by open coding, axial coding and selective coding.
Seven main reasons are summarized after the relationship between every statement and concept is found and constructed, namely functional value, information expectation, emotional value, platform service, user trust, cost, and social influence.
Based on these findings, this study provided suggestions for mobile app developers to help them effectively improve the user experience and retain their customers.
