Study On College Students’ Behavior Intention On FMCG Branded Apps

With the popularity of mobile devices and development of network techniques, the growth momentum of Mobile Internet has become more powerful than that of PC Internet. Mobile Internet breaks the space-time barrier, changes consumers’ lifestyle and buying habits and increases competition in the market which brings new changes and challenges for brand marketing. The mobile marketing of FMCG brands is imperative under the situation. Branded Apps provide many advantages for FMCG brands and help them with precision marketing and building relationships. However, FMCG branded Apps are now in the trouble of low utilization rate that makes it impossible to realize expected marketing functions. College students are an important consumption group of FMCG, analysis of factors influencing their willingness to use FMCG branded Apps is helpful for brand marketers.Based on the review and sum-up of previous research results, the UTAUT2 model that has a strong explanatory power was selected as the basic theoretical foundation, combined with perceived risk to explore the predictors for college students’behavioral intention of FMCG branded apps. The thesis adopted previous mature scales by literature review and revised initial questionnaire by pre-investigation. Formal questionnaires were distributed to college students through Internet. SPSS 22.0 was used to analyze data and verify hypothesis. The results showed that performance expectancy, hedonic motivation, price value, social influence and effort expectancy have significant positive effect on college students’ behavioral intention while perceived risk conducts no correlation to behavioral intention. Moreover, the thesis also researched whether gender exists obviously difference in influencing factors and behavioral intention and investigated college students’ knowledge and usage of FMCG branded apps. Finally, the thesis put forward some suggestions on design and marketing strategies for FMCG branded apps.The thesis is an enrichment and supplement of branded apps and FMCG mobile marketing theories, provides practical advices for FMCG brand marketers in terms of college students’ usage.