Study On The Influence Of Consumer Continuance Intention Of APP Marketing

With the development of the mobile Internet technology, a variety of intelligent products emerge in endlessly. As a product of Mobile Internet, APP has quietly infiltrated into people’s work and life, and APP marketing came into being. As a new era of Mobile Internet marketing model, APP marketing with precision interaction and personalized features gradually attracted more and more attention to businesses and businesses, to become a part of its marketing can not be ignored. However, in the mobile application market, types of APP and similar products are beyond count. As the transfer costs of app users is very low, it will lead to the concurrent phenomenon about low user stickiness and continuance intention. Thus, a grasp of users’ real needs of APP and to study on the influence of consumer continuance intention of APP marketing is very important.Considered the Technology Acceptance Mode,APP and APP marketing,Expectation Confirmation Theory,Information System Success Model and APP marketing actual characteristics, this paper established the research model about the continuance intention of APP users, and conducted the empirical research and tested the research hypothesis. In order to provide some guidance and reference for the implementation of APP marketing, this paper further explored the influential factors of consumer continuance intention of APP marketing.In the process of empirical research, this paper explored from the following two aspects: one is from the overall APP. We found that APP users’ continuance intention is influenced by their satisfaction degree of APPdirectly. Also we found that APP users’ continuance intention is influenced by the three dimensions of APP marketing characteristic(system quality,information quality, service quality)and the two dimensions of APP marketing model(user participation model, site transplantation model), through APP users’ satisfaction degree.The other is from the classification of APP. We found that the conclusions were similar to the overall APP, except the significant relationship between APP users’ satisfaction degree and APP marketing characteristic. In this way, APP users’ continuance intention is influenced by information quality of entertainment APP, system quality and information quality of functional APP, system quality of entities affiliated service APP,information quality and service quality of platform APP, through their satisfaction degree.