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| Online Reviews and APP Iterative Innovation: Moderation Effects of APP Visibility |
| FU Feng，CHEN Shuangying，WANG Jun |
University of Electronic Science and Technology of China, Chengdu, China |
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Abstract Based on resource dependency theory and signaling theory, this study views online reviews of users as the external information resources, and constructs a balance panel and uses a two-way fixed-effect model by taking the monthly apps of iOS stores in China as a research sample. explores the impacts of online reviews on APP iteration agility and iterative novelty, as well as the contextual effects of APP visibility. Results indicate the volume of online reviews is positively related to novelty and agility in APP innovation, and the visibility of APP enhances this promotion. And the valence of online reviews shows an inverted U-shaped relationship with novelty and agility. Furthermore, APP visibility enhances the inverted U-shaped relationship between online reviews on novelty and agility. However, APP visibility does not moderate the effects on the inverted U-shaped relationship between online reviews valence and iterative agility.
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Received: 16 December 2020
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