The Study On The Influence Of APP Experience On The Purchase Intention Of Consumers

The current Internet plus catering market size accounted for only 3.7%.of the food market of traditional catering industry occupy the majority does not mean that the catering industry did not enter this role in the mobile Internet.Because of this,it is necessary to study the mobile marketing experience,discuss whether there is APP a significant effect on consumer purchase intention,and APP experience what factors contribute to the consumer purchase intention.This study begins with a review of the app experience,the theory of mobile marketing,purchase intention,by reading lots of documents,analysis and induction on the basis,the introduction of the entertainment,functional,preferential,social networking,security,induction app experience of five dimensions,in the TAM model based,to study the app experience influence consumer's purchase intention of consumers.This paper adopts the method of normative analysis,get the following conclusions:APP experience has a positive impact on the consumer's attitude toward the use of food and beverage category APP;consumer attitudes have a significant positive impact on purchase intentions.The results of the empirical analysis show that the catering enterprises to use app to attract more consumers,contributing to its willingness to buy,need from all aspects to enhance the experience,promote consumers have positive attitude,so as to enhance the consumer's purchase intention.