Abstract:
High percentage of mobile app users uninstall downloaded apps without continuing the usage. Moreover, empirical literature provides evidences on the importance of conative perspectives on adaptive behaviour. However, in light with Theory of Mind (TOM), Innovation Diffusion Theory (IDT) focuses only about cognitive perspectives and lacks incorporation of conative perspectives in understanding adaptive behaviour. Accordingly, the purpose of the study is to examine how cognitive and conative perspectives influence adaptive behaviour. Accordingly, quantitative research approach was adopted taking a sample of individual mobile app users who are in the age group of 21 to 30 years and use more than 60% of their digital time on mobile apps. The findings have revealed that cognitive, and conative perspectives of an individual user influence adaptive behaviour positively. Further, it can be identified that conceptualization of mobile app adaptive behaviour and developing a scale based on cognitive and conative perspectives to measure this construct is a significant research and theoretical implication of the current study.
