Exploring the Impact of Online Reviews with Brand Equity for Online Software Purchasing Behavior
2013
- 493Usage
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Metrics Details
- Usage493
- Abstract Views294
- Downloads199
Media Description
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.
Bibliographic Details
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