Abstract
How Online Reviews Influence Customer Agility and Product Innovation? Evidences from Mobile App
Academy of Management Annual Meeting Proceedings, Vol.2017(1), p.15370
01/2017
DOI: 10.5465/ambpp.2017.15370abstract
Abstract
This study examines new product development based on online customer reviews. We develop a tension perspective to reconcile inconsistencies in prior literature and examine relationships among online review volume, new product performance, and customer agility, which describes the effectiveness of a product developer’s response to customers’ demands. We argue that because large-volume reviews are valuable but difficult to process, review volume has a curvilinear relationship with customer agility. This relationship is moderated by the producer’s number of sibling products and niche marketing strategy. Furthermore, because making effective responses to demands raises customers’ willingness to buy and product development costs simultaneously, customer agility has a curvilinear relationship with product innovation performance. We test our model using a large mobile app dataset and find support for our hypotheses. Our findings of the curvilinear relationships and moderators provide nuanced explanations on how big data of online reviews facilitate product innovation.
Details
- Title: Subtitle
- How Online Reviews Influence Customer Agility and Product Innovation? Evidences from Mobile App
- Creators
- Shihao Zhou - Xi'an Jiaotong-Liverpool UZhilei Qiao - Virginia TechWeiguo Fan - Virginia TechGang Wang - Virginia Tech
- Resource Type
- Abstract
- Publication Details
- Academy of Management Annual Meeting Proceedings, Vol.2017(1), p.15370
- DOI
- 10.5465/ambpp.2017.15370abstract
- eISSN
- 2151-6561
- Language
- English
- Date published
- 01/2017
- Academic Unit
- Business Analytics
- Record Identifier
- 9984083833902771
Metrics
57 Record Views