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 language | English (US) |
|---|---|
| Title of host publication | 19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World |
| Subtitle of host publication | Anything, Anywhere, Anytime |
| Pages | 1610-1618 |
| Number of pages | 9 |
| Volume | 2 |
| State | Published - Dec 1 2013 |
| Externally published | Yes |
| Event | 19th Americas Conference on Information Systems, AMCIS 2013 - Chicago, IL, United States Duration: Aug 15 2013 → Aug 17 2013 |
Other
| Other | 19th Americas Conference on Information Systems, AMCIS 2013 |
|---|---|
| Country/Territory | United States |
| City | Chicago, IL |
| Period | 8/15/13 → 8/17/13 |
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