e–WOM and app stores in Iran: how online reviews influence purchase intention of paid mobile apps

What is it about?

Online reviews can affect the perceived ease of use and perceived usefulness of mobile apps. This study shows that paid mobile app marketers need to monitor closely the reviews in the app stores and make prompt response to negative reviews even there are only a few reviews because users did not pay attention to the quantity of reviews. The overall ranking and argument quality strongly affect perception and purchase intention of paid apps.

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