An Empirical Study On The Influence Of Customer Perception Of Mobile Commerce’s APP On Brand Loyalty

With the rapid progress of Mobile Internet technology, the popularity of intelligent mobile terminal equipments, and the promotion of APP, M-Commerce came into being under this background. What’s more it has penetrated into all areas of our lives, and gradually changed the traditional e-commerce business forms under the impact of mobile technology revolution tide, showing a new development outlook.In January 2015, CNNIC released a 2014 annual statistical report of the Internet development in China. According to the report, by the last year (2014) in December, the scale of China’s Internet users reached 648.75 million people, and the size of mobile Internet users reached 556.78 million people.The Internet penetration rate in China reached nearly fifty percent, where the proportion of Mobile Internet users reached 85.8%.Under the impetus of the Mobile Internet, the popularity of smartphones, and the emergence of mobile applications, the mobile e-commerce market has been heavily promoted into a good development orbit by the related application. What’s more, mobile e-commerce contain numerous market opportunities and endless potential.In this study, the main research object are the users of intelligent mobile terminal equipments, and this text further explores the relationships among the customer perception of mobile commerce’s APP, brand trust, and brand loyalty under the mobile e-commerce environment. From this study, we throw light on the customer perception of mobile commerce’s APP firstly. And then, we severally explain the extract dimensions of brand trust and brand loyalty. After explanations, we research on the influence of customer perception of mobile commerce’s app on brand loyalty. In this text, we analyze the intermediary role of brand trust between customer perception of mobile commerce’s app and brand loyalty.According to the model of "TRA" and "TAM", we build the research path or model framework:"Customer Perception of Mobile Commerce’s APP--Brand Trust--Brand Loyalty ". In this paper, we use the softwares of Excel, SPSS and AMOS to analyze the related data, and reveal the influence of customer perception of mobile commerce’s app on brand loyalty.Finally, according to the empirical analysis of the data, combined with the background of Mobile Internet and Mobile Commerce, we find out some management implications of Mobile Commerce’s enterprises on how to expand consumer groups and how to develop in the Mobile Commerce’s market, so as to provide theoretical support and practical guidance in the future.