手机App下载影响因素及其作用机制研究  

Study on Infuencing Factors and Mechanism of Mobile App Download

作　　者：楼润平[1] 薛俊 毛彧[1] LOU Run-ping;XUE Jun;MAO Yu(Management School,Hainan University,Haikou 570228,China;Xi'an Boda Software Co.,LTD,Xi'an 714100,China)

机构地区：[1]海南大学管理学院,海南海口570228 [2]西安久其软件股份有限公司,陕西西安714100

出　　处：《数学的实践与认识》2023年第9期41-52,共12页Mathematics in Practice and Theory

基　　金：海南省自然科学基金高层次人才项目(723RC462);教育部人文社会科学研究一般项目(21YJA630042)。

摘　　要：据统计,2018年以来,中国成为全球智能手机App下载量最大的国家.通过八爪鱼爬虫软件从360手机助手爬取了1299个样本数据,使用OLS实证研究了影响手机App下载的关键因素.研究发现,评论总数、软件免费、应用大小和广告对App下载次数具有显著正向影响,而用户权限数目的影响在统计上不显著;随后本文运用稳健OLS和WLS对异方差进行处理,得出了同样的研究结论.还考察了评论等级对App下载次数的影响,实证研究发现,好评和中评对App下载量具有显著正面影响,而差评的影响不显著.进一步构建了一个App下载影响因素作用机制模型,并运用结构方程模型开展实证检验,研究发现评论总数显著正向影响软件大小,评论总数显著负向影响App内置广告数量,评论总数、广告、软件大小和软件免费均显著积极影响App下载量.为人们深入认识手机App下载影响因素及其作用机制提供了新认识.对于App下载平台企业和App开发企业具有一定的参考价值.According to statistics,China has become the world's largest country for smartphone App downloads since 2018.In this paper,1299 pieces of data were crawled from 360 mobile assistant by Octopus crawler software,and the key factors influencing mobile App download were empirically studied by OLS.The study found that the total number of comments,free software,application size and advertising had a statistically significant positive effect on the number of App downloads,while the number of user privileges had no significant effect.Subsequently,this paper used robust OLS and WLS to process heteroscedasticity and reached the same conclusion.This paper also investigated the impact of review rating on the number of App downloads.The empirical study found that favorable reviews and medium reviews had a significant positive impact on App downloads,while negative reviews had no significant impact.This paper further constructs an action mechanism model about the influencing factors of App download,and carries out an empirical test by using the structural equation model.The study found that the total number of comments had a significant positive impact on the size of the software,while the total number of comments had a significant negative impact on the number of in-App ads,and the total number of comments,ads,software size and free software had a significant positive impact on the number of App downloads.This paper provides a new understanding for people to deeply understand the infuencing factors and its mechanism of mobile App download.This paper has important reference value for App download platform enterprises and App development enterprises.

关 键 词：APP 下载 影响因素 作用机制 评论 

分 类 号：TP311.56[自动化与计算机技术—计算机软件与理论] F49[自动化与计算机技术—计算机科学与技术]