Resolving the Innovation Diffusion Paradox in Mobile App Stores: A Brand Equity Perspective

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review

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Author(s)

  • Chee-Wee Tan
  • Eric T.K. Lim
  • Zheng Zhao
  • Yugang YU

Related Research Unit(s)

Detail(s)

Original languageEnglish
Publication statusPublished - 10 Dec 2017

Conference

TitleThe 16th Annual Pre-ICIS Workshop on HCI Research in MIS (Pre-ICIS HCI/MIS 2017)
LocationCOEX
PlaceKorea, Republic of
CitySeoul
Period10 December 2017

Abstract

The growing number of apps released on a daily basis has contributed to an innovation diffusion paradox whereby the frequency and intensity by which innovations are crowdsourced are stymieing their own diffusion. In mobile app stores, consumers are often constrained in their selection due to the abundance of apps and multitudinous promotional information. To this end, this study proposes branding as a strategy to tackle the innovation diffusion paradox. Specifically, we construct a research model that posits consumers’ brand awareness as an antecedent affecting their brand association and quality which, when taken together, affect their knowledge of affiliated apps and download intentions in mobile app stores. Based on data gathered via a preliminary online survey administered on consumers belonging to one of the largest mobile app stores in China, we attest to the impact of branding on consumers’ knowledge of affiliated apps and download intentions.

Research Area(s)

  • Brand equity, mobile applications, affiliated knowledge, brand relevance

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

Resolving the Innovation Diffusion Paradox in Mobile App Stores: A Brand Equity Perspective. / Xiong, Bingqing; Tan, Chee-Wee; Wang, Weiquan; Lim, Eric T.K.; Zhao, Zheng; YU, Yugang.

2017. Paper presented at The 16th Annual Pre-ICIS Workshop on HCI Research in MIS (Pre-ICIS HCI/MIS 2017), Seoul, Korea, Republic of.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review