How online reviews affect consumers in mobile APP store: A conceptual framework based on elaboration likelihood model

With the development of mobile Internet and the information technology, mobile APP is closely linked with people' s life. However, it seriously hinders the user to find a required APP that quantity overload and homogenization of APP in mobile application store. Based on the Elaboration Likelihood Model, this article has explored the effects of online reviews on APP discoverability under different degree of involvement. It is concluded that the quality of online reviews has a great influence on APP discoverability when the degree of user involvement is high, while the degree of user involvement is low, the quantity of online reviews has a great influence. This study fills up the shortcomings of the research on online reviews to APP discoverability. At the same time, this paper makes recommendations to the application store and the developers for improving APP discoverability, and to promote the continuous development of the application market.