It's free! Still, would I learn? Unearthing perceived value of education apps for better entrepreneurial decisions

Purpose: This study aims to explore customer perceived value (CPV) dimensions in the context of free mobile educational applications (EduApps) which are paramount in learning-based digital start-ups and are essential for the implementation of circular economy (CE). The purpose of the present study is to identify dimensions of CPV specifically for EduApps and propose a conceptual model that would assist the digital start-up decisions which in turn can be a catalyst in navigating to a CE. Design/methodology/approach: The study uses the Netnography approach by analyzing online user-generated content. A total of 13,147 reviews posted on the Google play store after using top free education apps were coded using ATLAS.ti 9 software. Findings: Major dimensions of context-specific CPV are identified as technical value, content value, pedagogical value, gamification value and learning value. Subdimensions and items are extracted for each of these dimensions. Practical implications: The larger subscriber base drives sponsorships, advertisements and donations which underpin the business model of free EduApps. This can be obtained through an attractive value proposition. Identifying context-specific value dimensions would aid entrepreneurs in optimal value mix development decisions. The proposed framework can be utilized by both researchers (for scale creation, comparative studies and quantitative studies) and practitioners (for entrepreneurial decisions on better value propositions). Originality/value: CPV successfully describes consumer decision-making, but less attention is paid to linking the theory to the setting of mobile learning apps, where the bulk of research is focused on techniques like TAM, UTAUT, etc. In addition, studies identifying CPV from mobile apps with a specific focus on EduApps are sparse. Extant literature in this context is either based on a foundation of in-store business value dimensions or dominated by technical aspects when focused on the context of mobile apps. The current study bridges this gap.