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

Bingqing Xiong, Chee-Wee Tan, Weiquan Wang, Eric Lim, Zheng Zhao

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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.
Original languageEnglish
Title of host publicationSIGHCI 2017 Proceedings
Number of pages5
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2017
Article number13
Publication statusPublished - 2017
EventThe 16th Annual PRE-ICIS Workshop on HCI Research in MIS. SIGCHI 2017 - Seoul, Korea, Republic of
Duration: 10 Dec 201710 Dec 2017
Conference number: 16


ConferenceThe 16th Annual PRE-ICIS Workshop on HCI Research in MIS. SIGCHI 2017
Country/TerritoryKorea, Republic of
Internet address


  • Brand equity
  • Mobile applications
  • Affiliated knowledge
  • Brand relevance

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