e–WOM and app stores in Iran: how online reviews influence purchase intention of paid mobile apps

Purpose This study aims to examine the relative importance of the impact of central and peripheral route processing of online reviews (ORs) on the acceptance of paid mobile apps among consumers in a fully Islamic market. The authors used the elaboration likelihood model (ELM) and technology acceptance model (TAM) to explain how ORs influence users’ perception and purchase intention of paid mobile apps. Design/methodology/approach An online survey of 384 Iranian paid mobile app users was conducted to compare the role of overall product ranking, argument quality and information quantity on the perceived usefulness (PU) and perceived ease of use (PEU) of mobile apps and purchase intentions of paid mobile apps. Findings Results show that only overall product ranking and argument quality influence perceived PEU and PU of paid mobile apps. The quantity of reviews on the app store does not affect perception of the app. The path model supports the mediating role of PU and PEU on information processing and attitude toward the app and purchase intention. Practical implications To Islamic markets such as Iran, this study shows that paid mobile app marketers need to monitor closely the reviews in the app stores and make prompt response to negative reviews even if there are only a few reviews because users did not pay attention to the quantity of reviews. The overall ranking and argument quality strongly affect perception and purchase intention of paid apps. Originality/value To the best of the authors’ knowledge, this is the first study that combines ELM and TAM in determining the relative importance of central and peripheral processing of information in online product reviews, specifically for paid mobile apps in app stores in a large Islamic market.