The Research Of The Impact Of Mobile App Marketing Model On The Consumer Purchase Intention

With the development of 4G technology and the popularity of smart phones and other mobile terminals,mobile App is playing a more and more important role in people's lives.While giving people fun and convenience at the same time,mobile App show the marketing value to attract a large number of businesses,and gradually changed the traditional way of corporate marketing,more and more enterprises,in order to make the brand products affect more mobile terminal users.However,through the combing of the existing literature found that the current academic research for the mobile App marketing is still in its infancy,especially on the mobile App marketing model research is very rare.In order to fill the gap in this field of research,this paper studies how mobile App marketing model can influence consumers' purchasing intention through consumer perceived value.Firstly,the existing patterns and characteristics of mobile App marketing are summarized by means of literature research and in-depth interviews.Four models as independent variables,the introduction of perceived benefits and perceived risk of consumer perceived value as a mediator variable,to build mobile App marketing model on the impact of consumer purchasing intention of the research model.The empirical analysis of the sample data was carried out by using SPSS 19.0 and AMOS 20.0 software,including scale reliability and validity analysis,correlation analysis and regression analysisbetween variables and structural equation model analysis.The results show that part of the influence of the four mobile App marketing models on the perceived value of consumers is significant;the four mobile App marketing models have significant influence on the consumers purchase intention;the perceived value of consumers is significant to consumers purchase intention.Finally,according to the conclusions of the study,the adoption of mobile App marketing methods proposed the following five recommendations: First,clever use of App advertising implantation,improve brand awareness;the second is to achieve App advertising accurate delivery,in-depth mining consumer demand;the third is development of brand App,transfer brand concept;the fourth is the use of Union App,gathering platform popularity;the fifth is to improve consumer perceived benefits,reduce consumer perceived risk.