Abstract:
Over the past few years we have seen a huge rise in number of App stores especially in the mobile market. The increase in count has resulted in drop of revenue due to immense rivalry among the app stores prompting poorer incomes for both app stores and designers. This has led app stores to enable app developers to create app bundles where they offer multiple apps in a single bundle to increase revenues and customer loyalty as well. Since an app bundle is a blend of two or more applications, it might stimulate both positive and negative feelings and emotions in the customer. Therefore, in this study, we assess this app bundling procedure utilizing ambivalence theory. This study will address three major areas in terms of theory and practice. To start with, this study distinguishes the particular attributes of app bundling utilizing. Secondly, this study addresses the difficulties faced while analyzing app bundling using ambivalence theory. In doing as such, it evaluates attitudes as positive and negative and regards them as separate entities. Third, it evaluates the impact purchase intentions of the customer as part of consumer’s behavior. Furthermore, the suggestions for research and practice are also discussed.
