The Study On Influence Factors Of APP Customer Retention With Brand Identity As The Intermediary Variable

With the time of new media coming, mobile client gradually occupy the mainstream, which results surrounding new media research stand. As of December 2014, Google android market downloads comes to 10 billion times, which means the mobile intelligent terminal begin to enter and take people’s leisure, work and life.APP has a very important position in the mobile communication terminal, whose function involves all aspects of human activities. Though variety of APP emerges in endlessly, the majority of them don’t place in the mobile phone, which is rare to stay for a long time. As a new thing, APP is very limited for people to know actually, exactly which factors affect the consumer use of the APP and decides the loyalty of consumers, so the study the influence factors of APP using problems appears very necessary. This study selected APP customer loyalty as the dependent variable, then add to the previous studies of brand identity as an important factor as intermediary variable. Although customer loyalty is effect by both personal factors and external factors such as comprehensive APP product factors, but due to personal factors is difficult to be APP developers and operators to change, so only through the APP product factors to improve the path and achieve goals. So we reduce scope of the independent variables into the APP product factors.This study aim to explore under the background of new media, which characteristics of the product itself can effectively enhance and maintain customer loyalty, and provide the corresponding Suggestions and planning for APP developers and operators,Mainly includes:exploring the rich connotation of customer loyalty and brand identity; Confirming the dimension of product factors affecting APP consumer loyalty;Confirming the dimension of the customer loyalty and brand recognition, the influence of APP products factors on different dimensions; Analyzing the value of the product factors.This study conducts a questionnaire survey in the library, railway station, school, hospital and other places with large sample. The questionnaire survey adopts the ways exploratory factor analysis, confirmatory factor analysis, regression model establishment and so on. This survey aims to design and optimize the research scale of APP consumers’ loyalty index which base on the brand recognition as mediating variable to test the reliability and validity of measurement scale and verity the proposed hypotheses, the major work and achievement are as follows:(1)Based on summarizing of the existing studies as well as relevant theories, this article starts with an open-ended questionnaire, and processes the data by factor analysis (exploratory factor analysis, verification factor analysis, etc) and the analysis of reliability and validity to get the qualified scale.(2)In the exploratory analysis, there are eight dimensions affect the consumers loyalty:the perceived ease of use, economic efficiency, smart-phone involvement, social influence, perceived risk, perceived serviceability, alternatives attraction and APP appearance design. The measurement of consumers’loyalty index can be divided into reuse and public praise, further more, the brand identity is a single dimension variable. The confirmatory factor analysis has verified this conclusion further.(3)According to the theory of the intermediary effect, the article studies the intermediary study principle to get the brand identity. Firstly, on the premise of no-brand identity, only smart-phone involvement, perceived serviceability, social influence affect positively on Positive word of mouth publicity while alternative attraction passively. Direct and indirect effects of the combined effects of arranged by size for smart phone involvement, alternative attraction, alternative attraction, social influence, with no forward and reverse. The brand identity has the intermediary effect, but the result is not appeared entirely intermediary. The research of result about the product factor of the reuse dimension display five factors:smart phone involvement, perceived serviceability and APP appearance design affect positively, while perceived risk and alternative attraction passively. The extent of the direct influence is as follows: perceived risk, perceived serviceability, alternative attraction, smart phone involvement and APP appearance design. The most extent of indirect influence is Smart phone involvement and the most overall impact is perceived risk, with no forward and reverse. Among all these influencing process, only the perceived serviceability shows the fully intermediary effect on the brand identity in the process of reusing, the rest are only intermediary effectiveness significantly, but not the completely role.(4)In addition, this article simply studies the effects that personal factors and APP category cased to consumers’ loyalty index and brand identity. And the result showed significant differences in the different age groups, no remarkable difference in the remaining factors. The education background and income affect the positive public praise and reuse obviously, while subjective factors not, Then the result of the APP category, to the brand identity, public praise and reuse impact observably.This article possible innovation points are as follows:firstly, the study made segmentation for the APP factors which affecting customer loyalty, then explored and validated the product factor of the eight dimensions by factor analysis. Secondly, this paper created about APP customer loyalty scale combining with the theory and practice, providing referential measuring tool for later on customer loyalty research. In the end, this research creatively adds brand recognition as a intervening variable, which tested the presumption of intermediary role, and relevant Suggestions was put forward.