Behavior of technology users is among the major topics Information Systems (IS), which has been widely researched covering a notable number of variables influencing technology acceptance. These influential variables include elements pertaining to information technology (e.g. service quality and output quality), psychology (e.g. technology anxiety and resistance to change), and sociology (e.g. social effects and social states) [115]. Based on various technology acceptance models, different variables may influence the user behavior, such as accepting, using, and recommending the technology. Technology Acceptance Model (TAM) is broadly used in various technological fields [1,104]. In TAM, user perception includes perceived usefulness and perceived ease of use as two key variables for discovering the user behavior. The theoretical framework of this study is based on TPB (Theory of Perceived Behavior), TAM and some other related behavioral and system theories such as IS Success Model and Social Cognitive Theory. Assessment of factors influencing users' behavior would shed light on promotion of mobile applications; subsequently, this research concentrates on the factors that directly or indirectly play roles in predicting their behavior when using mobile applications. Generally, these influential factors are of two types: personal assessment of the effectiveness of the presented behaviors, i.e., response efficacy, and the perceived ability for performing the task, self-efficacy. On the other side, system quality, information quality, and service quality will be considered as independent factors influencing the users' perception. Furthermore, this study intends to propose a comprehensive model for investigating the "adoption intention" of and "intention to recommend" a mobile application by taking into account the following items: attitude, trust, perceived behavioral control, flow and satisfaction. Although there are various related studies on the adoption intention of technologies, this study aims to investigate all potential factors playing role directly or indirectly in the behavior of mobile application users as an instance Mobile application user behavior in the developing countries: A survey in Iran Nastaran Hajiheydari a, b, ⁎