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

Jason Triche, Qing Cao, Mark A. Thompson

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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
Title of host publication19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World
Subtitle of host publicationAnything, Anywhere, Anytime
Pages1610-1618
Number of pages9
StatePublished - 2013
Event19th Americas Conference on Information Systems, AMCIS 2013 - Chicago, IL, United States
Duration: Aug 15 2013Aug 17 2013

Publication series

Name19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World: Anything, Anywhere, Anytime
Volume2

Conference

Conference19th Americas Conference on Information Systems, AMCIS 2013
Country/TerritoryUnited States
CityChicago, IL
Period08/15/1308/17/13

Keywords

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

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