| dc.description.abstract | Along with rapid growth of mobile devices, the phenomenon of consumers’ purchasing apps in online app store becomes more popular. There’re, however, thousands upon thousands of apps for downloading or buying in Apple App Store which is the biggest app store in the world. Having lots of choices is sometimes not a good thing for consumers because they may beset by that they don’t know which product or service is the one they really want. In order to get more familiar with the product or services which are really in need, people usually refer to others’ opinions as resources while making purchase decision, which is so-called word-of-mouth (WOM). Within online environment, it digitizes these personal opinions to electronic form which we call it electronic WOM (eWOM). There are many types of eWOM, such as online forum, blog, official review system, and email.
This research is focusing on examining the relationship between review system (Number of Ratings, Average Ratings, and Reviews) in Apple App Store and purchase intention; moreover, this research adopts types of apps (hedonic and utilitarian) as moderator to validate whether consumers’ evaluations are different due to moderating effect. The results of this research provide three contributions. First, the Number of Ratings has impact on consumers’ evaluation when consumers are buying hedonic apps. Second, consumers’ evaluation is influenced by Average Rating. Moreover, the influence is more critical when consumers are buying utilitarian apps than hedonic apps. Third, Reviews has influence on consumers’ evaluation when consumers are buying both hedonic and utilitarian apps. Finally, this research suggests some implications for application developers.
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