Business model innovation in mobile apps market: Exploring the new subscription plans with a behavioral reasoning perspective

Leveraging the Behavioral Reasoning Theory, in this paper we study the consumer's perception of the new subscription-based business models designed to give users access to a catalogue of smartphone apps. Specifically, we employ a PLS-SEM approach to study the data gathered on a sample of 294 mobile apps users in Italy. In particular, we have found that Global Motives are the main predictor of the consumers' behavioral intention and that context specific reasons, albeit differently, provide the linkages between the consumer values and the global motives without a direct effect on behavioral intention, partially confirming Westaby's theory.