Abstract
App stores (e.g. Google Play, Apple’s App Store) play an important role in how users perceive applications (apps) on their smart mobile device. However, there is a lack of literature in the area of mobile app store platforms, which we believe do not strictly follow theories of traditional ecommerce consumption or technology adoption. The aim of this study attempts to model how app stores affect the way people perceive free mobile apps, how they try apps and then in-app-purchase. We test our model from a survey with 305 app store users. We confirm that the visual appeal of app store can make new apps seems to be more novel, which increases users’ intention to try these apps. Furthermore, app stores are perhaps the only source where users can gain a sense of security with apps, and directly increase in-app-purchase intentions. The results also show that by curating apps, app stores enhance the novelty and security of the apps. The findings could have strategic implications for app store operators and app developers.