Sequence-Graph Fusion Neural Network for User Mobile App Behavior Prediction

Wang, Yizhuo; Jiang, Renhe; Liu, Hangchen; Yin, Du; Song, Xuan

doi:10.1007/978-3-031-43427-3_7

Cited by 2 publications

(1 citation statement)

References 25 publications

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“…Wang & Lu [18] P2 Participating in brand app events (such as daily attendance checks) receive incentives accordingly.…”

Section: P1mentioning

confidence: 99%

Exploring the Impact of Mobile App Marketing Models on Consumers' Purchase Intentions

Tian,

Yao

2023

APJCRI

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Mobile apps have gradually matured and become loved on people's cell phones with years of development and always affect people's learning, work, and life. Mobile apps are changing traditional corporate marketing methods, giving people joyment and convenience to use. This study mainly explores the impact of four mobile app marketing models: brand apps, affiliated apps, app advertisement insertion, and app advertising input on consumers' purchase intentions, and builds a research model using the mobile app marketing model as an independent variable, the consumer's purchase intention as a dependent variable, and consumer cognitive value as mediation. For collecting data, this study conducted a survey thrgouh online, and we collected 597 samples (the gender distribution consisted of 290 males (48.6%) and 307 females (51.4%). Moreover, this study analyzed the data using the SPSS 27.0 version. Results of the study revealed that app advertising insertion, app advertising expenditure, brand app, and affiliate app have a signifitcant impact on consumer perceived value and consumer purchase intention. The results offered the following suggestions for businesses considering adopting mobile app marketing strategies: (1) including effective app advertising insertion to boost product awareness, (2) using precise app advertising allocation to unearth consumer demands, (3) leveraging brand app development to convey brand concepts, (4) utilizing affiliate apps to gain platform popularity, (5) and executing actionable marketing proposals to enhance consumer perceived value. It is concluded that mobile app marketing will enhance consumer consumption. The findings suggested that it is essential for companies to grasp the influence of mobile app marketing models on consumer purchase intention. This understanding is crucial for developing successful mobile app marketing strategies, enhancing user experiences, and boosting sales and market share. This valuable research aids businesses in gaining a deeper comprehension of consumer needs, enabling them to thrive in the fiercely competitive mobile app market.

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“…Wang & Lu [18] P2 Participating in brand app events (such as daily attendance checks) receive incentives accordingly.…”

Section: P1mentioning

confidence: 99%