The Empirical Research Of The Impact About APP Marketing On The Consumer Purchase Behavior

In recent years, several changes are worthy of our attentions, One is the size of theglobal smartphone market reaching to$143.5billion in2012, which has surpassed thesize of the television and became to the largest king in terminal market. The second isin the first quarter of2012, China’s smartphone market sales volume has reached31.839million units, and this is the first time that China surpasses the United Statesbecoming to the world’s largest smartphone market. The third one is baidu advertisingrevenue has surpassed CCTV in2013。Television is no longer the first king of themedia and advertising，New media is affecting the television advertising.The users of mobile Internet is growing rapidly, People’s awareness of smart phoneshave gradually increased, The prices of smartphone continued to decline,which makeChina’s smartphone market keepping rapid growth. As a kind of new media, mobileplay an increasingly important role in people’s life. APP as an extension of thefunction of mobile devices, gain more and more attention from users. More and moreenterprises begin to product transplant to all mobile operating platforms. In theadvertising budget planning in2012, more than20%of the well-known brands treatedmobile marketing as a key indicator for the first time. It’s a trend and necessity forenterprises to carry out marketing activities through the APP. APP marketing isbecoming the core of the whole mobile marketing increasingly, it is a importantchannel for the formation of a brand and consumer relationship between users. Themobile internet will become the next battle in enterprise marketing. More and moreenterprises are joining in the competition. In this paper, the marketing influence onconsumer buying behavior in APP will be discussed through the combination oftheoretical research and empirical analysis methods. With peculiar of APP marketingpertinent, real-time, richness, fun, interactive as independent variables, customerperceived value as the intermediary variable, to study its impact on consumer buyingbehavior and to learn its impact on consumer buying behavior when they makeeffective. At last, we can provide some references and suggestions to promote mobileAPP marketing.