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In this research, we examine the popularity of mobile applications across different categories by using the measures of monthly active users (MAUs) of each app. It is the authors' intention to inspect the key characteristics of mobile apps and the relationship those characteristics have with market share and growth rate in global markets. The ease of use of mobile apps leads to a subsequent impact on the global users' mobile behavior in daily life. Mobile apps have flooded the market, however, the acceptance and use of individual apps relies on a combination of the preference of users and the operational strategies employed by app developers. Based on secondary data collected from multiple sources including both publications and online data, the global market growth of mobile apps including China (the world's largest market of mobile apps) has shown a correlation between apps' market share and the users' mobile behavior based on messaging, networking, shopping, video watching, and gaming. This research categorizes users' mobile behavior in terms of age groups and time spent on certain mobile apps. The objective of this investigation is better understanding of the dominance of leading mobile apps and the future trend of mobile apps designed for the global market.

The purpose of this study is to contrast individualist culture (e.g., United States) with collectivist culture (e.g., China) in regards to the Internet-involved customer purchase process (IICPP), specifically the customer's involvement before purchase, the cognitive dissonance after purchase and the post-purchase behavior in terms of the online world of mouth (eWOM) and online negative word of mouth (eNWOM). This study also explores the influences of culture on product attributes that are associated in IICPP. Based on the related literature, this study applies the existing concepts to the Internet context. The study adopts 40 cases of online customer reviewers regarding their vehicle purchase to illustrate similarities and differences between individualist culture and collectivist culture. Findings show that culture does affect the customer's involvement, their cognitive dissonance, eWOM/eNWOM, and a product's attributes that are more important in the purchase process. Collectivist customers are relationship and social oriented. They take the advices from family and friends seriously. Collectivists are also influenced by the public opinions regarding their social status as well. On the other hand, individualistic customers would do research by reading online reviews, and then they compare the possible alternatives to make a purchase decision. Individualists tend to overweight a product's attributes that are related to the personal priority. At the point of purchase, collectivist customers are sensitive to price and efficiency while Individualist appreciates a product's long-term value.

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The icon design of mobile APPs could have a crucial effect on success of businesses since the initial contact with a business or service relies on the visual evaluation on the icons. It seems to be a challenge for designers to incorporate all the information within a tiny space of an icon, not to mention how making it attracted. Creativity has thus played its role in winning the game in the market of mobile APPs. Taking advantage of aesthetics, creativity not only makes a product more appealed but saleable in the markets. Similar to product design, icon design requires not only visual aesthetics, but all creative imperatives. In the competitive market, the fact is that there are only a few mobile APPs that have received awareness and survived every year since new product design with visual aesthetics and creativity is not without difficulty. It is the aim of the present research to examine the key factors of graphic design and the effect of creativity on the popularity of mobile APPs across different categories. The research intends to inspect the mobile APP's key characteristics and visualization. Theoretically, the research contributes to the mobile APPs literature through its findings on dimensional analysis and its relationships with creativity. In addition, results of the research provide useful insights into how companies or services adopt a strategic tactics to make their icon symbols more creative in the market of mobile APPs.