The effect of electronic word-of-mouth (eWOM) on mobile application downloads: an empirical investigation

It is found that eWom plays an important role in mobile application downloads and external eWOM, which is provided by third-party informediaries, plays anImportant role in paid application downloads because consumers are motivated to make an extensive search effort to get additional information.

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.