Content Spending and Network Quality in Mobile Channels: A Hidden Markov Model of User Engagement and Content Consumption

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dc.contributor.authorZhao, Xia
dc.contributor.authorHuang, Lu
dc.contributor.authorWang, Lei
dc.contributor.authorYazdani, Elham
dc.contributor.authorZhang, Cheng
dc.date.accessioned2021-12-24T18:19:02Z
dc.date.available2021-12-24T18:19:02Z
dc.date.issued2022-01-04
dc.description.abstractNowadays, individuals increasingly depend on mobile devices and apps for every aspect of their daily lives. Even though the number of mobile users and the time that they spend on mobile apps have grown tremendously, app providers are still struggling with low user engagement and a high attrition rate. This study examines how users’ prior content spending and network delay impact consumers’ mobile content consumption decisions and how the impacts vary in different engagement states. We develop a Hidden Markov Model and calibrate it using a large tapstream data set of individual users’ reading activities from a mobile app provider. We identify three engagement states and heterogeneous impacts of the financial and operational factors. This study will generate important implications on content pricing and user engagement in mobile channels
dc.format.extent9 pages
dc.identifier.doi10.24251/HICSS.2022.785
dc.identifier.isbn978-0-9981331-5-7
dc.identifier.urihttp://hdl.handle.net/10125/80125
dc.language.isoeng
dc.relation.ispartofProceedings of the 55th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectDigital Transformations of Business Operations
dc.subjectcontent consumption
dc.subjecthidden markov model
dc.subjectmobile computing
dc.subjectnetwork quality
dc.subjectuser engagement
dc.titleContent Spending and Network Quality in Mobile Channels: A Hidden Markov Model of User Engagement and Content Consumption
dc.type.dcmitext

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