Exploring the impact of online reviews with brand equityfor online software purchasing behavior

Jason Triche, Qing Cao, Mark Andrew Thompson

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

Abstract

Online purchasing is a booming business and is studied extensively in marketing and information systems research. Online product reviews are one factor that influence a consumer's purchasing behavior and attitudes. Brand equity is a popular phenomenon that influences purchasing behaviors and attitudes of consumers. We seek to answer two questions in this research. First, do online consumer reviews contain elements of brand equity? Second, do these elements of brand equity in the online consumer reviews affect software purchasing? We develop an integrative research model which test these constructs on software downloads. We use data collected from CNET's Download.com. We then analyze the effect of these reviews on software downloads using panel data week by week over a 42 week span. All four dimensions of brand equity (brand awareness, brand associations, perceived quality, and brand loyalty) show significant impacts on software downloads with perceived quality being the most influential.

Original languageEnglish (US)
Title of host publication19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World
Subtitle of host publicationAnything, Anywhere, Anytime
Pages1610-1618
Number of pages9
Volume2
Publication statusPublished - Dec 1 2013
Externally publishedYes
Event19th Americas Conference on Information Systems, AMCIS 2013 - Chicago, IL, United States
Duration: Aug 15 2013Aug 17 2013

Other

Other19th Americas Conference on Information Systems, AMCIS 2013
CountryUnited States
CityChicago, IL
Period8/15/138/17/13

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Keywords

  • Brand equity
  • E-business
  • Sentiment analysis
  • Software downloads

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications
  • Information Systems
  • Library and Information Sciences

Cite this

Triche, J., Cao, Q., & Thompson, M. A. (2013). Exploring the impact of online reviews with brand equityfor online software purchasing behavior. In 19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World: Anything, Anywhere, Anytime (Vol. 2, pp. 1610-1618)