Mobile application onboarding processes effect on user attitude towards continued use of applications

Sammanfattning: The growing popularity of smartphones in recent years has led to an increase in mobile application development and use. However, a large number of mobile applications are only used once before being removed. For companies and organizations to spend time and money on application development only to achieve low user retention rates is unsustainable. During their first interaction with a mobile application it is crucial that users find functionality and value quickly to avoid discontinuation of use. User onboarding is often implemented in mobile applications to aid in first time interaction, making onboarding processes subject of investigation for effect on user attitude towards continued use of mobile applications. The study examined mobile onboarding processes and their effect on user attitude towards continued use of applications as well as the difference between onboarding processes effect on user attitude towards continued use of applications. The study was conducted within-subjects through a survey consisting of interaction with two prototypes with different onboarding processes and a questionnaire based on the technology acceptance model in order to investigate the variables of interest. The results of the survey were analyzed to measure the effects of the onboarding processes on the factors of the technology acceptance model and to investigate the differences between the onboarding processes. The results showed that user onboarding has a positive influence on perceived usefulness, attitude towards use and intention to use. There was no significant difference between the different types of onboarding patterns effect on attitude towards continued use. The positive effects on attitude and intention to use confirmed that implementing onboarding processes in mobile applications could be beneficial for value proposition and user retention. The perceived usefulness proved to be the determining factor on attitude and intention to use.