An Exploratory Study of Smartphone Mobile Applications - A Case Study of Hotel and Apparel Industry

• Main Authors: Yi-Ling Chuang, 莊翊伶
• Other Authors: 黃俊堯
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/28102703578299726872

碩士 === 國立臺灣大學 === 商學組 === 100 === Since the introduction of iPhone by Apple on 2008, Smartphone penetration has been growly exponentially. At the same time mobile application usage has also grown with Smartphone penetration. This research is an exploratory study on the newly emerging trend for firms to invest in mobile application. Due to time constraint, only hotel and apparel industry are studied in this research. First, observation method is implemented to study the property of mobile applications for each industry. Then data gathered from observation is used to categorize app samples into groups. Hotel industry samples are grouped into three categories by whom the app is targeted at. For apparel industry, samples are grouped into eight categories by the main function of app. After that app samples data are analyzed using descriptive statistics and statistics analysis including Chi-square test and multi-regression test. In conclusion, the three questions raised in research objective: (1) Is there any pattern difference between industries? (2) Is there any pattern from the different tiers in each industry? (3) Does the functionality of app affect its rating? are each answered using findings from the research data and suggestions are provided for industry managers.