The Effect Of The Valence Of Online Word-of-mouth To The Download Of Mobile APP-the Moderating Effect Of The Product Variety And Popularity

with the rapid development of the Internet,In recent years,the number of Internet users is increasing and the internet penetration rate is rising.According to the 39th China Internet Development Statistics Report,which released by the China Internet Network Information Center(CNNIC),until the end of December 2016,the number of Internet users in China has been up to 731 million,Compared to the end of December 2015,the number increased By 42.99 million,the popularization rate has increased 2.9 percentage points.Penetration rate has been 53.2%,when the concept "internet+" is come up,industries related to internet is developing rapidly,the internet is influencing the people's lifestyle,thus,online shopping and the popularity of the Internet has become the trend of the times.In the internet environment,the restrictions of time and space are broken,people are free to communicate and discuss with each other,when consumers decide to make a choice,the online word-of-mouth gradually become the main source of information.The influence of the online word-of-mouth has become more and more obvious.online word-of-mouth can help build the better image of the corporate.Faced with the network environment,that understanding the influence of the online word-of-mouth on consumer behavior and making the appropriate marketing strategy are very necessary.This article examines how variety and popularity of the product moderate the influence of online consumer reviews on product downloads using data from the free mobile application.The findings indicate that the valence of online Word-of-Mouth is influential for download intension of the free mobile application;product popularity can moderate the effect of the valence of online Word-of-Mouth to download intension,when the popularity is high,the effect gets weaker,however,when the popularity is low,the effect gets stronger;the effect is also contingent on different kinds of applications,compared with hedonic applications,the valence of online Word-of-Mouth is more influential for utilitarian applications.