Research On The Utility And Strategy Of Mobile Application Updates Based On User Behavior

Mobile application(hereinafter referred to as "APP")has become an important carrier of the development of digital economy.It has become an important choice for many enterprises to design and develop app and make it gain a place in the fierce market competition.APP is different from traditional products in that its development is not only a "from 0 to 1" process,but also a "from 1 to N" process.It gradually gains market competitive advantage through round by round updating.In this study,it is of great significance for the development of APP innovation theory and the practice of developers to study the utility of APP update and the characteristics of innovation strategies by turning APP update theory into innovation activities.From the perspective of innovation production theory,independent innovation and imitative innovation theory,this study carried out two main research works.First,identify and analyze different types of APP update utility.Second,analyze the impact of different innovation strategies on the utility of APP renewal.After collecting the mainstream APP data of Apple Store in 2019 from Qimai data,this paper uses clustering analysis,regression analysis,text mining and other methods to carry out the following specific research work.First of all,based on the innovation production theory,this paper uses cluster analysis and other methods to analyze the performance indicators before and after the APP update,that is,the changes in user satisfaction and market competitiveness.It is found that the utility of the update can be defined as four categories: The positive update that improves utility,the negative update that weakens the performance of utility,the spotlight update that enhances market competitiveness,and the update that has no obvious impact.On this basis,the characteristics of different types of updates in update utility,APP attribute and update attribute are further elaborated.From the perspective of update utility,this part identifies and confirms different types and characteristics of application update,which has direct reference value for mobile application update research and related practice.Then,based on the theory of independent innovation and imitative innovation,this paper explores the impact of innovation strategy on APP performance.On the basis of quantifying the innovation level by using the industry similarity and self similarity of the updated text,this paper focuses on the innovation level in the current APP market through regression analysis,and explores the impact of different innovation strategies on the update utility.This article finds that: First,the lower the similarity of the updated industry,the more positive user word-of-mouth growth is.The more innovative updates in the industry are more likely to win the increase in user ratings and comment sentiment scores.Second,when developers adopt the update strategy of industry convergence,that is,the higher the similarity of the updated industry,or the lower the similarity of the updated self,the easier it is to get more comments.Third,the lower the similarity of the industry in this update,or the higher the similarity of its own,the greater the possibility and range of ranking advancement.In general,this study studies APP update on the basis of innovation theory.Research has found that APP update can bring multiple effects to its performance,and these different performances are related to different innovation strategies adopted by developers.In terms of theory,this article advances the research methods and findings related to the prediction of innovation utility and the choice of innovation strategies,which are of great significance for updating existing innovation theories,especially in the era of digital transformation.In terms of practice,this article has a direct reference to how APP developers can better manage update strategies and how to better gain competitive advantages.