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App popularity: Where in the world are consumers most sensitive to price and user ratings?

Title	App popularity: Where in the world are consumers most sensitive to price and user ratings?
Author	Kubler, Raoul Volker, Pauwels, K. H., Yıldırım, G., Fandrich, T.
Publication Date:	2018-09
Publication Place	- American Marketing Association
Subject	Price sensitivity, Rating sensitivity, Mobile apps, Dynamic panel model, Hofstede's cultural factors
Type	Periodical
Language	English
Digital	Yes
Manuscript	No
Library:	Özyeğin University
Library Asset ID	0022-2429
Record ID	8b58c542-68f6-40bb-9295-4e8a571428c7
Library Location	Business Administration
Date	2018-09
Notes	Marketing Science Institute ; Imperial College London ; Spanish government
Sample Text	Many companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural differences across countries to examine how app popularity reacts to price and ratings, controlling for product characteristics. Estimated across 60 countries, a dynamic panel model with product-specific effects reveals that price sensitivity is higher in countries with higher masculinity and uncertainty avoidance. Ratings valence sensitivity is higher in countries with higher individualism and uncertainty avoidance, while ratings volume sensitivity is higher in countries with higher power distance and uncertainty avoidance and those that are richer and have more income equality. For managers, the authors visualize country groups and calculate how much price should decrease to compensate for a negative review or lack of reviews. For researchers, they highlight the moderators of the volume and valence effects of online ratings, which are becoming ubiquitous in this connected world.
DOI	10.1509/jm.16.0140
Cilt	82

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App popularity: Where in the world are consumers most sensitive to price and user ratings?

Author Kubler, Raoul Volker, Pauwels, K. H., Yıldırım, G., Fandrich, T.

Publication Date 2018-09

Publication Place - American Marketing Association

Subject Price sensitivity, Rating sensitivity, Mobile apps, Dynamic panel model, Hofstede's cultural factors

Type Periodical

Language English

Digital Yes

Manuscript No

Library Özyeğin University

Library Asset ID 0022-2429

Record ID 8b58c542-68f6-40bb-9295-4e8a571428c7

Library Location Business Administration

Date 2018-09

Notes Marketing Science Institute ; Imperial College London ; Spanish government

Sample Text Many companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural differences across countries to examine how app popularity reacts to price and ratings, controlling for product characteristics. Estimated across 60 countries, a dynamic panel model with product-specific effects reveals that price sensitivity is higher in countries with higher masculinity and uncertainty avoidance. Ratings valence sensitivity is higher in countries with higher individualism and uncertainty avoidance, while ratings volume sensitivity is higher in countries with higher power distance and uncertainty avoidance and those that are richer and have more income equality. For managers, the authors visualize country groups and calculate how much price should decrease to compensate for a negative review or lack of reviews. For researchers, they highlight the moderators of the volume and valence effects of online ratings, which are becoming ubiquitous in this connected world.

DOI 10.1509/jm.16.0140

Cilt 82