The Research On Consumer Purchasing Behavior Of Retail Enterprise Based On APP Marketing Model

The current vigorous development of mobile Internet, the Internet technology constantly updated, the smartphone has gradually begun to permeate and popularize at all age groups. The APP is precisely in this context came into being and quickly developed into enterprise as a new generation of marketing tool. At the same time, retail enterprises are influenced by the impact of the electricity enterprise. Retail enterprises are at the bottleneck of development period. Most of the managers are racking their brains to how to keep the low profit of the enterprise and save online customers. Due to the current customer purchasing channels and consumption habit way are gradually to the online shopping, it is a great significance for the retail enterprises to study the influence factors of customer buying behavior of the retailer under the APP marketing. Only retail enterprises know which factors influence customers to useing the APP for the reason of the shopping, can they develop better and promote their APP, so as to better meeting customer demand, cultivating customer loyalty, preempting new areas of APP marketing, bringing new vigor for the enterprise development. Retail enterprises carry out the APP marketing certainly will become a new marketing tool for breaking through the bottleneck.The paper is mainly study the purchase behavior influencing factors about the Application marketing mode of retail enterprise, for that, this paper uses the theory of planned behavior, gratification theory, and in technology integration and receiving based on UTAUT model according to the characteristics of the retail industry and mobile information technology, increasing two variables with privacy concerns, individual creativity, to building a retail enterprise customer purchases in Application marketing mode of acceptance model. The data source in 208 customers are from Yonghui supermarket, Wumart, Carrefour, RT-MART, Vanguard, and so on. Questionnaire survey with be combination of field survey and Internet survey. The questionnaire obtained data first were the descriptive statistics, and then use the SPASS19.0 statistical software reliability to be validity analysis. Finally, through the analysis of structural equation modeling to verify data by using the AMOS20.The final results of this paper shows that: the influential factors of APP marketing in retail enterprise arranged in descending order with matching requirements, behavior intention, convenience, effectiveness, individual innovation, social impact, privacy concerns. Among them, convenience, effectiveness, social impact, individual innovation has a significant positive impact on the behavior intention of retail enterprises in the Application marketing mode; Matching requirements has a significant impact on the purchase behavior; Privacy concerns has a significant negative impact on their behavior intention. The main innovation point of this paper is, relative to the traditional retail enterprise entity shop marketing model, the platform of the use of APP marketing. This paper stuy the influence factors for consumers to using the APP to shopping, to help retail enterprise to develop the APP marketing better.