Impact of online consumer ratings on mobile app demand
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/20204 |
Resumo: | People can now freely interact online in order to gather and share information about products and services. Consequently, it becomes very important for firms to understand how these developments shape demand. Online consumer ratings are an evaluative, numerical form of eWOM that reduces the information asymmetry for current and potential customers on the Internet and is thus expected to impact sales. Because of this, several studies have investigated their effect on demand since it is still not clear the extent to which their valence, volume and/or dispersion affect product sales. This dissertation studies the impact of online consumer ratings on demand by determining the effects of valence and volume of mobile apps ratings on sales at two online stores, in the last trimester of 2015. Additionally, it also investigates the potentially moderating effects of apps characteristics, namely perceived hedonicity, thereby making a novel contribution to the topic. Consequently, 360 surveys were collected to assess numerically the apps’ perceived hedonicity. Furthermore, ratings and publicly available data of 250 apps was collected from Google Play and Amazon App Store to be evaluated in a regression analysis. The results show that the volume is what matter on apps’ demand since the average rating was not significant in the regressions. Therefore, firms should focus on increasing the number of ratings regardless of the valence. Still, the hedonic/utilitarian concept is a moderator for the average rating and the volume, thus the more hedonic the app the fewer will be impact of both variables on sales. |
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Impact of online consumer ratings on mobile app demandDomínio/Área Científica::Ciências Sociais::Economia e GestãoPeople can now freely interact online in order to gather and share information about products and services. Consequently, it becomes very important for firms to understand how these developments shape demand. Online consumer ratings are an evaluative, numerical form of eWOM that reduces the information asymmetry for current and potential customers on the Internet and is thus expected to impact sales. Because of this, several studies have investigated their effect on demand since it is still not clear the extent to which their valence, volume and/or dispersion affect product sales. This dissertation studies the impact of online consumer ratings on demand by determining the effects of valence and volume of mobile apps ratings on sales at two online stores, in the last trimester of 2015. Additionally, it also investigates the potentially moderating effects of apps characteristics, namely perceived hedonicity, thereby making a novel contribution to the topic. Consequently, 360 surveys were collected to assess numerically the apps’ perceived hedonicity. Furthermore, ratings and publicly available data of 250 apps was collected from Google Play and Amazon App Store to be evaluated in a regression analysis. The results show that the volume is what matter on apps’ demand since the average rating was not significant in the regressions. Therefore, firms should focus on increasing the number of ratings regardless of the valence. Still, the hedonic/utilitarian concept is a moderator for the average rating and the volume, thus the more hedonic the app the fewer will be impact of both variables on sales.As pessoas agora podem interagir livremente na Internet, a fim de reunir e compartilhar informações sobre produtos e serviços. Consequentemente, é muito importante para que as empresas entender como estes desenvolvimentos afetam a demanda. Online consumer ratings são uma avaliativa numérica do eWOM que reduz a assimetria de informação para os clientes na Internet e, portanto, se espera que impactem as vendas. Devido a isso, vários estudos têm investigado o seu efeito, pois ainda não está claro em que medida a sua valência, volume e / ou dispersão afeta as vendas. Esta dissertação estuda o impacto dos online consumer ratings sobre a demanda das aplicações móveis em duas lojas on-line no último trimestre de 2015. Além disso, também investiga os efeitos de moderação potenciais, do grado hedônico percebido, adicionando assim uma nova contribuição para o tópico. Consequentemente, 360 questionários foram coletados para avaliar numericamente o grado hedônico das aplicações. Além disso, os ratings e os dados publicamente disponíveis de 250 aplicativos foram coletados no Google Play e Amazon App Store para ser avaliados em uma análise de regressão. Os resultados mostram que o volume é o que importa na demanda dos aplicativos por quanto a valência não foi significativa nas regressões. Portanto, as empresas devem se concentrar em aumentar o número de ratings, independentemente da valência. Ainda assim, o conceito hedônico /utilitário é um moderador para a valência e o volume, assim, o mais hedônico o aplicativo o menor impacto das duas variáveis sobre as vendas.Costa, Ana Isabel AlmeidaVeritati - Repositório Institucional da Universidade Católica PortuguesaValle, Gina Maria Almeida2016-06-16T10:40:46Z2016-05-1220162016-05-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/20204TID:201365103enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:25:59Zoai:repositorio.ucp.pt:10400.14/20204Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:16:41.526642Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Impact of online consumer ratings on mobile app demand |
title |
Impact of online consumer ratings on mobile app demand |
spellingShingle |
Impact of online consumer ratings on mobile app demand Valle, Gina Maria Almeida Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Impact of online consumer ratings on mobile app demand |
title_full |
Impact of online consumer ratings on mobile app demand |
title_fullStr |
Impact of online consumer ratings on mobile app demand |
title_full_unstemmed |
Impact of online consumer ratings on mobile app demand |
title_sort |
Impact of online consumer ratings on mobile app demand |
author |
Valle, Gina Maria Almeida |
author_facet |
Valle, Gina Maria Almeida |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Ana Isabel Almeida Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Valle, Gina Maria Almeida |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
People can now freely interact online in order to gather and share information about products and services. Consequently, it becomes very important for firms to understand how these developments shape demand. Online consumer ratings are an evaluative, numerical form of eWOM that reduces the information asymmetry for current and potential customers on the Internet and is thus expected to impact sales. Because of this, several studies have investigated their effect on demand since it is still not clear the extent to which their valence, volume and/or dispersion affect product sales. This dissertation studies the impact of online consumer ratings on demand by determining the effects of valence and volume of mobile apps ratings on sales at two online stores, in the last trimester of 2015. Additionally, it also investigates the potentially moderating effects of apps characteristics, namely perceived hedonicity, thereby making a novel contribution to the topic. Consequently, 360 surveys were collected to assess numerically the apps’ perceived hedonicity. Furthermore, ratings and publicly available data of 250 apps was collected from Google Play and Amazon App Store to be evaluated in a regression analysis. The results show that the volume is what matter on apps’ demand since the average rating was not significant in the regressions. Therefore, firms should focus on increasing the number of ratings regardless of the valence. Still, the hedonic/utilitarian concept is a moderator for the average rating and the volume, thus the more hedonic the app the fewer will be impact of both variables on sales. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-06-16T10:40:46Z 2016-05-12 2016 2016-05-12T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/20204 TID:201365103 |
url |
http://hdl.handle.net/10400.14/20204 |
identifier_str_mv |
TID:201365103 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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