Exploring User Perception and Trust in Astrology Apps: A Study of Digital Astrology Adoption and Engagement

Abstract

This study looks into how users perceive, trust, and engage with astrology apps. It uses a mixed-methods approach that includes both surveys and interviews. The survey part collects data on demographics, how often users engage with the apps, their views on credibility, privacy concerns, and satisfaction levels among 57 participants. The interviews provide deeper insights into why users are drawn to these apps, what they expect, and the personal value they find in them. The findings show that while many people use astrology apps, there is significant doubt about the accuracy and reliability of their predictions. Privacy is a big concern, with most participants feeling uncertain or distrustful about data security. Some users see astrology as a spiritual guide, but many mainly use the apps for convenience or entertainment. Overall satisfaction is low, as most users feel the apps do not live up to their expectations, and few are likely to recommend them to others. The combined results point out major issues in trust, personalization, and data transparency that affect user engagement and satisfaction. These observations provide important insights for developers, service designers, and researchers interested in online trust and digital spirituality.