THE ROLE OF ONLINE REVIEWS IN MAKING DECISIONS ABOUT INSTALLING MOBILE APPS FOR PURCHASE
THE ROLE OF ONLINE REVIEWS IN MAKING DECISIONS ABOUT INSTALLING MOBILE APPS FOR PURCHASE

Summary/Abstract: The rapid development of information and communication technologies has greatly influenced the increase in the popularity of mobile applications in all spheres of life and business. The ease of installation and use of mobile applications has contributed to their widespread use among users - they are available to users in just a few clicks. More than half of mobile application users use online reviews when searching for information and evaluating alternatives in the process of making a purchase decision. It is evident that online reviews and user evaluations have become an important source of information for modern users. The described trends motivate us to examine the role of online reviews in making a Decision to install mobile applications for purchase by users in Bosnia and Herzegovina, which is also the main goal of this paper. The research was conducted on a sample of 268 mobile application users from Bosnia and Herzegovina. It was observed whether the role of online reviews in evaluating the application and trust in the review itself shape the Decision to install mobile applications for purchase. The research findings contribute to a better understanding of user behavior in the digital environment and indicate the importance of online reviews.

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