The purpose of the following research is to build the holistic model that predicts the consumer adoption mechanism for the third-party mobile applications. The research model for this study is based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). The original antecedents of the UTAUT model are supplemented with effects from online rankings and reviews and herd behavior. Also the moderating effect of mobile application type in the research model is tested. The results of the study showed that some constructs from UTAUT2 model do explain user acceptance of mobile applications. Performance expectancy, price value and habit confirmed to be significant in the influence on the user behavioral intention to adopt mobile applications. The expected effect of online rankings and reviews and of herd behavior on the behavioral intention was not confirmed. The test of the moderating effect of mobile application type in the research model confirmed the presence of differences in the influences of some of antecedents in the model across hedonic and utilitarian mobile applications. This research contributes to the UTAUT research, advances the mobile application adoption research and establishes directions for the future research in the area of mobile application adoption.

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