Effects Of Production Types And Advertising Appeals On Customers’ Intended Usage Of Applications: The Moderating Role Of Brand Awareness

The rapid development Internet has led consumers into the era of applications, using applications has became a part of people’s daily life. Therefore, more and more enterprises hope to getting closer to consumers and obtain better marketing effect by using applications.How to stand out from the current application market of fierce competition? The author intends to start with studies regarding issues in relation to advertising appeals, in order to discuss to which extent will different ways of advertising appeals and different types of product affect consumers’intension of usage of applications. Meanwhile, the author also considers brand awareness as one of the factors those could be influential based on practical phenomena. Finally, on the foundation of clarifying findings from former researches and cases studies, the author proposes in this paper her model and hypothesis.Based on the interviews,2 experiments has been done during the study.450 respondents have joined to verify the theoretical model. Through empirical research, we have the conclusion that, firstly, the interaction of classification of products and type of advertisement demand ways has an significant effect on intention to adopt, which means, using rational advertisements can increase the using intention of function applications, emotional advertisements can get better using intention for experience applications. Secondly, brand awareness has an regulating effect on the relationship. Rational advertisements are appropriate for both kinds of applications if it has low brand awareness, but for the known ones emotional advertisements will have better effect.The conclusions will be of great significance as guidance for enterprises to follow. Firstly, an enterprise shall deepen its understanding towards different ways of advertising appeals; then a better knowledge of its current conditions shall be obtained, for instance, whether its newly promoted application emphasizes on types of function of function or experience, or what is the current brand awareness of this enterprise; finally, the enterprise itself shall treat connections among types of product, reputation and ways of advertising appeal with a dynamic perspective, that is to say, different marketing approaches shall be made in basis of the enterprise’s current status and strategic target under different phases.