{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,26]],"date-time":"2026-03-26T12:37:24Z","timestamp":1774528644704,"version":"3.50.1"},"reference-count":76,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2017,3,6]],"date-time":"2017-03-06T00:00:00Z","timestamp":1488758400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2017,3,6]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Mobile appstores have fast sprung up during the last few years. The large number of apps in these appstores results in increased search effort for the customer as well as fierce competition leading to poorer revenues for both appstores as well as developers. Therefore, appstores allow developers to resort to bundling apps so as to increase the revenues and improve customer loyalty. Since an app-bundle is a mix of two or more apps, it may induce both positive and negative emotions simultaneously in the consumer. The purpose of this paper is to examine the effectiveness of app-bundling strategy from consumers\u2019 perspective, and help developers design app-bundles.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>Based on ambivalence theories, this research investigate different antecedents and influence of positive attitude and negative attitude on purchase behavior, and derives seven key app-bundles attributes through an exploratory study. The data were collected from 930 consumers of app-bundles in China and analyzed using SEM approach.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The findings indicate that positive attitude and negative attitude are two separate concepts and the identified seven app-bundling attributes have distinct effect on shaping consumers\u2019 positive and negative attitude.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This study makes three key contributions to theory and practice. First, this study identifies the specific attributes of app-bundles using exploratory study. Second, this study addresses the challenges involved in examining bundles using ambivalence theory. In doing so, it characterizes attitude as positive and negative and treats them as separate constructs. Third, as called forth by previous studies, this study establishes the co-existence of positive attitude and negative attitude.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/itp-08-2015-0210","type":"journal-article","created":{"date-parts":[[2017,5,10]],"date-time":"2017-05-10T03:58:18Z","timestamp":1494388698000},"page":"2-23","source":"Crossref","is-referenced-by-count":26,"title":["Evaluating app bundling strategy for selling mobile apps: an ambivalent perspective"],"prefix":"10.1108","volume":"30","author":[{"given":"Jinlin","family":"Wan","sequence":"first","affiliation":[]},{"given":"Ling","family":"Zhao","sequence":"additional","affiliation":[]},{"given":"Yaobin","family":"Lu","sequence":"additional","affiliation":[]},{"given":"Sumeet","family":"Gupta","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"6","key":"key2020120810350144400_ref001","doi-asserted-by":"crossref","first-page":"358","DOI":"10.1108\/10610420310498795","article-title":"Complexity, uniqueness, and similarity in between-bundle choice","volume":"12","year":"2003","journal-title":"Journal of Product & Brand Management"},{"issue":"1","key":"key2020120810350144400_ref002","doi-asserted-by":"crossref","first-page":"96","DOI":"10.1509\/jmkr.42.1.96.56961","article-title":"Curvilinear effects of consumer loyalty determinants in relational exchanges","volume":"42","year":"2005","journal-title":"Journal of Marketing Research"},{"issue":"2","key":"key2020120810350144400_ref003","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","year":"1991","journal-title":"Organization Behavior and Human Decision Processes"},{"issue":"3","key":"key2020120810350144400_ref004","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practices: a review and recommended two-step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"issue":"4","key":"key2020120810350144400_ref005","doi-asserted-by":"crossref","first-page":"271","DOI":"10.1016\/j.jretconser.2009.02.002","article-title":"Customer satisfaction and dissatisfaction in retail banking: exploring the asymmetric impact of attribute performances","volume":"16","year":"2009","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"3","key":"key2020120810350144400_ref006","doi-asserted-by":"crossref","first-page":"221","DOI":"10.1007\/s11151-013-9378-8","article-title":"Bundling, competition and quality investment: a welfare analysis","volume":"43","year":"2013","journal-title":"Review of Industrial Organization"},{"issue":"4","key":"key2020120810350144400_ref007","doi-asserted-by":"crossref","first-page":"323","DOI":"10.1037\/1089-2680.5.4.323","article-title":"Bad is stronger than good","volume":"5","year":"2001","journal-title":"Review of General Psychology"},{"issue":"1","key":"key2020120810350144400_ref008","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1016\/S0022-4359(97)90013-0","article-title":"Customers\u2019 motivations for maintaining relationships with service providers","volume":"73","year":"1997","journal-title":"Journal of Retailing"},{"issue":"2","key":"key2020120810350144400_ref009","doi-asserted-by":"crossref","first-page":"105","DOI":"10.2753\/MIS0742-1222310205","article-title":"Customized bundling and consumption variety of digital information goods","volume":"31","year":"2014","journal-title":"Journal of Management Information Systems"},{"issue":"1","key":"key2020120810350144400_ref010","doi-asserted-by":"crossref","first-page":"20","DOI":"10.1080\/10196780601136757","article-title":"Mobile service bundles: the example of navigation services","volume":"17","year":"2007","journal-title":"Electronic Markets"},{"issue":"3","key":"key2020120810350144400_ref011","first-page":"206","article-title":"The link between attractiveness of \u2018extrabrand\u2019 attributes and the adoption of innovations","volume":"21","year":"1999","journal-title":"Journal of Academy of Marketing Science"},{"key":"key2020120810350144400_ref012","volume-title":"Structural Equation Modeling with LISREL, PRELIS, and SIMPLIS: Basic Concepts, Applications, and Programming","year":"1998"},{"issue":"3","key":"key2020120810350144400_ref013","doi-asserted-by":"crossref","first-page":"401","DOI":"10.1037\/0033-2909.115.3.401","article-title":"Relationship between attitude and evaluative space: a critical review, with emphasis on the separability of positive and negative substrates","volume":"115","year":"1994","journal-title":"Psychological Bulletin"},{"issue":"3","key":"key2020120810350144400_ref014","doi-asserted-by":"crossref","first-page":"237","DOI":"10.1057\/jit.2013.26","article-title":"Can customer satisfaction and dissatisfaction coexist? 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