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

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

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

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

Department of Digitalization

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

119 Downloads (Pure)

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.

Original language	English
Title of host publication	SIGHCI 2017 Proceedings
Number of pages	5
Place of Publication	Atlanta, GA
Publisher	Association for Information Systems. AIS Electronic Library (AISeL)
Publication date	2017
Article number	13
Publication status	Published - 2017
Event	The 16th Annual PRE-ICIS Workshop on HCI Research in MIS. SIGCHI 2017 - Seoul, Korea, Republic of Duration: 10 Dec 2017 → 10 Dec 2017 Conference number: 16 http://sighci.org/index.php?page=pre-icis2017&phpMyAdmin=622c4d141843t506dba2f

Conference

Conference	The 16th Annual PRE-ICIS Workshop on HCI Research in MIS. SIGCHI 2017
Number	16
Country/Territory	Korea, Republic of
City	Seoul
Period	10/12/2017 → 10/12/2017
Internet address	http://sighci.org/index.php?page=pre-icis2017&phpMyAdmin=622c4d141843t506dba2f

Keywords

Brand equity
Mobile applications
Affiliated knowledge
Brand relevance

Access to Document

chee-wee_tan_resolving_the_innovation_diffusion_paradox_in_mobile_app_stores_publishersversionFinal published version, 213 KBLicence: Unspecified

http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1002&context=sighci2017Licence: Unspecified

Handle.net

Persistent link

Cite this

@inproceedings{dc072d83587142ac8cf159084033429e,

title = "Resolving the Innovation Diffusion Paradox in Mobile App Stores: A Brand Equity Perspective",

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{\textquoteright} 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{\textquoteright} knowledge of affiliated apps and download intentions.",

keywords = "Brand equity, Mobile applications, Affiliated knowledge, Brand relevance, Brand equity, Mobile applications, Affiliated knowledge, Brand relevance",

author = "Bingqing Xiong and Chee-Wee Tan and Weiquan Wang and Eric Lim and Zheng Zhao",

year = "2017",

language = "English",

booktitle = "SIGHCI 2017 Proceedings",

publisher = "Association for Information Systems. AIS Electronic Library (AISeL)",

note = "The 16th Annual PRE-ICIS Workshop on HCI Research in MIS. SIGCHI 2017 ; Conference date: 10-12-2017 Through 10-12-2017",

url = "http://sighci.org/index.php?page=pre-icis2017&phpMyAdmin=622c4d141843t506dba2f",

}

Xiong, B, Tan, C-W, Wang, W, Lim, E & Zhao, Z 2017, Resolving the Innovation Diffusion Paradox in Mobile App Stores: A Brand Equity Perspective. in SIGHCI 2017 Proceedings., 13, Association for Information Systems. AIS Electronic Library (AISeL), Atlanta, GA, The 16th Annual PRE-ICIS Workshop on HCI Research in MIS. SIGCHI 2017, Seoul, Korea, Republic of, 10/12/2017. <http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1002&context=sighci2017>

Resolving the Innovation Diffusion Paradox in Mobile App Stores: A Brand Equity Perspective. / Xiong, Bingqing; Tan, Chee-Wee; Wang, Weiquan et al.
SIGHCI 2017 Proceedings. Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL), 2017. 13.

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

TY - GEN

T1 - Resolving the Innovation Diffusion Paradox in Mobile App Stores

T2 - The 16th Annual PRE-ICIS Workshop on HCI Research in MIS. SIGCHI 2017

AU - Xiong, Bingqing

AU - Tan, Chee-Wee

AU - Wang, Weiquan

AU - Lim, Eric

AU - Zhao, Zheng

N1 - Conference code: 16

PY - 2017

Y1 - 2017

N2 - 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.

AB - 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.

KW - Brand equity

KW - Mobile applications

KW - Affiliated knowledge

KW - Brand relevance

KW - Brand equity

KW - Mobile applications

KW - Affiliated knowledge

KW - Brand relevance

M3 - Article in proceedings

BT - SIGHCI 2017 Proceedings

PB - Association for Information Systems. AIS Electronic Library (AISeL)

CY - Atlanta, GA

Y2 - 10 December 2017 through 10 December 2017

ER -