Effect of APP Induced Advertising Design on Users' Willingness to Use APP

Subjects: Management Science >> Management Engineering submitted time 2022-07-03

yubaojun gongtingting gaowanrong

Abstract：

[Purpose/significance]The development of Internet communication has brought more fierce competition for the promotion and marketing of mobile app products, and the induced advertising marketing model has gradually been respected by app manufacturers. Exploring the impact of the design of APP induced advertising elements on users' willingness to use app will help app manufacturers choose an appropriate product marketing model and expand downloads and usage. [Method/process]Based on the technology acceptance model and perceived risk theory, a prototype of simulated app induced advertising web page was developed by experimental method to reproduce the whole process from Click to download, embedded in the questionnaire to collect data, and analyzed the data by structural equation model method. [Results/Conclusion]Four design factors of APP induced advertising are defined through coding and clustering: necessary reminder, clarity of reminder, installation options and consistency between advertising and app. The study found that users' perceived risk of APP induced advertising will reduce app use intention, and users' satisfaction with app induced advertising will improve users' app use intention; Four app induced advertising design factors will improve users' willingness to use app to varying degrees.

Peer Review Status:Awaiting Review

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