The effect of electronic word-of-mouth (eWOM) on mobile application downloads: an empirical investigation
by Sehwan Oh; Hyunmi Baek; JoongHo Ahn
International Journal of Mobile Communications (IJMC), Vol. 13, No. 2, 2015

Abstract: In this study, we conduct empirical research to identify the effect of electronic word-of-mouth (eWOM) on the downloading of mobile applications. In addition, we examine how consumers' involvement affects the relationship between eWOM and mobile application downloads, comparing consumer behaviours for free and paid application downloads. For this analysis, we use actual data from T store, the largest mobile application store in Korea. We find that eWOM plays an important role in mobile application downloads. Furthermore, external eWOM, which is provided by third-party informediaries, plays an important role in paid application downloads because consumers are motivated to make an extensive search effort to get additional information. From a practical perspective, this study provides strategic directions on eWOM management to mobile application stakeholders.

Online publication date: Thu, 12-Mar-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Mobile Communications (IJMC):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com