| With the development of mobile internet technology,mobile applications are widely used in various fields including clothing,food,housing,and travel.The widespread acceptance and use of mobile applications has profoundly affected the lifestyle of human society.The "App economy" has gradually become the label of the modern era.In this social context,consumers' consumption patterns are also inseparable from mobile apps.Consumer psychology and behavior have changed subtly.As a product supplier,how to design and make good use of the App,and win the favor of users in the App market,is the top priority of the "App Economy" era.Although the academic and business worlds have recognized the importance of App marketing,and followed by a series of studies,few studies have explored the impact mechanism of ambience clues on App users in mobile App contexts.Environmental psychology holds that situational variables are key variables that influence the differential changes in consumer behavior.Its impact on consumer behavior throughout the entire consumer process.Therefore,it is important to explore the mechanism of the impact of climate cues on consumer behavior from the context of the atmosphere.Atmosphere cues have received extensive attention in the academic and practical worlds in the traditional consumer environment.The development and prosperity of the App has raised new research topics for the study of atmospheric clues.The academic community began to shift its focus to the mobile app context and achieved a series of results.However,research on mobile app atmosphere clues is still in the exploratory stage.There is no unified conclusion on the definition of mobile app atmosphere cues.The cognition of mobile app atmosphere cues dimension is vague,and the internal mechanism of mobile app atmosphere cues on consumers is still unclear.Specifically,platform companies are increasingly relying on institutional marketing tools in creating a trading environment.In the past,the study of the atmosphere cues mostly emphasized the tangible atmosphere cues,ignoring the invisible atmosphere cues of institutional cues.Secondly,the atmosphere cue as an external stimulus variable will affect the consumer's internal psychological mechanism and then influence its consumption behavior.Previous studies have shown that consumers' inner psychological state includes both cognitive and emotional aspects,but only summarizes these two internal states in a general way,failing to effectively distinguish their intrinsic influence paths.Third,in the study of the factors affecting consumer choice decision-making behavior,most studies focus on the impact of individual characteristics and product attributes on consumer behavior decision-making.There is little research on the importance of situation variables in the study of consumer decision-making behavior.Therefore,it is necessary to re-examine the characteristics of the App atmosphere cue based on the existing atmosphere cues research.Re-combine the concept and connotation of App atmosphere cues.And further explore its impact on consumer information evaluation model and product selection behavior.Based on the S-O-R model,this study constructs a research framework for mobile app atmosphere cues on consumer product evaluation model and consumer product selection behavior.And research on the following five issues: First,explore the mechanism of mobile app platform design cues on consumer product evaluation model,and compare the differential impact of functional cues and aesthetic cues;second,explore the system clues of mobile App platform The impact of consumer product evaluation models.And compare the differential impact of incentive cues and barrier cues;third,comparatively study the differential impact of different product evaluation models on consumer product selection behavior;Fourth,compare and study the moderating effects of different supplier communication strategies between design clues and consumer platform involvement;Fifth,a comparative study of the moderating effects of different supplier communication strategies between institutional leadership and consumer platform involvement.The innovation of this research is that.Firstly,a conceptual model of the influence of mobile app atmosphere cues on consumer product selection behavior was systematically constructed.Secondly,from the perspective of consumers,this study explores the influence mechanism of atmosphere cues on consumer psychology and behavior,and compares the influence of different atmosphere cues on consumer psychology and behavior.Thirdly,it is an innovative attempt of this research to use the consumer's involvement in the mobile app platform as a mediator variable and the supplier communication strategy as a moderator.The hypothesis of this paper is verified by a combination of situational simulation and questionnaire survey.Finally,the following conclusions are drawn:(1)When the functional cues in the mobile app platform design are more prominent,it will increase the cognitive involvement level and emotional involvement level of the demander;When aesthetic cues are more prominent,it will increase users' emotional and cognitive involvement.And functional cues have a stronger effect on consumer cognition than aesthetic clues.Aesthetic cues have a stronger effect on consumer emotional involvement than functional cues.(2)Incentive cues in the mobile App platform will increase the user's cognitive involvement level and emotional involvement level.Barrier cues also increase the level of cognitive involvement and emotional involvement of users.Compared with the barrier cues,the incentive cues are more involved in the consumer's emotional involvement.Compared with the incentive cues,the barrier cues have a stronger cognitive impact on the consumers.(3)The higher the user's level of cognitive involvement in the mobile app platform,the easier it is to activate the user's systematic evaluation mode and suppress the user's heuristic evaluation mode;the higher the user's emotional involvement level on the mobile app platform,the easier it is to activate the user's heuristic evaluation mode and suppress the user's systemicity evaluation mode.(4)The functional cues of the mobile App platform can directly promote the consumer's systematic evaluation model of the product,in which cognitive involvement and emotional involvement play a part of mediating role;the aesthetic cue can directly promote the consumer's heuristic evaluation mode for the product,in which cognitive involvement and emotional involvement play a part in mediating.(5)The motivational cues of the mobile App platform can directly promote the consumer's heuristic evaluation model of the product,and the emotional involvement plays a part in mediating;the barrier cues can directly promote the consumer's systematic evaluation model of the product,and the cognition Involved in it plays a part in mediating.(6)Compared with the individuals who are led by the heuristic evaluation model,the individuals who are led by the systematic evaluation model are more inclined to make compromise choices;compared with the individuals who are led by the systematic evaluation model,the heuristic evaluation model is Leading individuals are more inclined to make unique choices.(7)Different communication methods of suppliers play a role in regulating the role of mobile app atmosphere cues in the consumer platform.And the different communication methods have different adjustment effects in the role of the atmosphere clues in the consumer platform.The conclusions of this study have achieved objective significance in theory and practice.(1)Based on the SOR model and clue utilization theory,this paper constructs a model of the impact mechanism of mobile app atmosphere cues on user product selection behavior,and expands the application of SOR model.It enriches the application research of clue utilization theory in mobile App platform.(2)Systematic construction of the impact mechanism of the mobile app platform's atmosphere cues on consumer product information evaluation mode and product selection behavior.The influence mechanism of the atmosphere of the mobile app platform on customer evaluation mode and product selection is clarified.(3)Enriched the understanding of consumer decision-making scenarios,which is an extension of the research on consumer decision-making in the mobile app consumption scenario.(4)Expanded the understanding of the factors affecting consumer compromise and uniqueness choices.Practice:(1)Provide reference for optimizing product structure and product promotion for mobile App platform.(2)It is beneficial for enterprises to understand the product evaluation and behavior selection of customers in the process of using the app,and provide guidance for the design of mobile app platform.(3)Provide guidance for the enterprise to guide the supplier communication style in the App platform.The full-text structure arrangement is mainly divided into five chapters.The first chapter introduces the research background and research significance of the mobile app ambience cues on consumer product information evaluation mode and behavior selection,and proposes the overall thinking and technical route of the research.The second chapter is the literature review part,the key variables involved in the article.For example,the key variables such as mobile app atmosphere cues,consumer platform involvement,consumer product evaluation model,consumer product selection behavior and interpersonal communication strategy are reviewed,pointing out the blank of research and laying the foundation for subsequent paper writing;In the theoretical hypothesis part,the theories related to the research in this paper are first sorted out,and then the hypothesis deduction of the key variables involved in the paper is carried out under the guidance of the theory.According to the S-O-R model,the framework of this research is constructed.The fourth chapter,the research method part,uses the combination of situational experiment method and questionnaire survey to test the hypothesis of this study,and finally draws the conclusion of this paper.The fifth chapter is the conclusion of the study and limited to the prospect.It points out the shortcomings in the research,and puts forward the prospect for future research. |
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