A Study On The Effect Of Mobile Application Push Advrtising On Unplanned Purchasing Behavior

As a result of the rapid development of information technology,online shopping has become one of people's main shopping methods,and the number of various online merchants relying on mobile applications is increasing year by year.Correspondingly,more and more online merchants are choosing to use onlin e advertising to promote their products in order to get better promotion effect.Mobile application push advertising is an important kind of online advertising,and its "push" feature determines that it is designed to attract potential customers.Consumers attracted by such advertisements are often unplanned to purchase,such purchasing behavior is called unplanned purchasing behavior.However,when online merchants use mobile applications to push advertisements,it is not easy to attract consumers to purchase,so it is necessary to study how such advertisements affect consumers' unplanned purchasing behavior.Advertising repetition is a common promotion strategy used in mobile applications push advertising,that is,to repeatedly push advertisements of the same theme to consumers multiple times.This strategy will have an impact on consumers' purchasing behavior;Brands will also have an impact on consumers' purchasing behavior.Based on the unplanned purchase model,this paper explores the mechanism of how advertising repetition and brand influence on unplanned purchasing behavior in mobile application push advertising.Through the 356 usable questionnaires collected online,this paper empirically studied the relationship between advertising repetition,brand,and the unplanned purchasing behavior.The regression result shows that for mobile application push advertising,the duration of advertising repetition will affect consumers' unplanned purchasing behavior by affecting consumers' urge to buy,and the utilitarian motivation moderates the relationship between the duration of advertising repetition and urge to buy.What's more,brand awareness affects consumers' attitude to advertising so that it can affect consumers' unplanned purchasing behavior,and consumers' attitude to brand mediates the relationship between brand awareness and consumers' attitude to advertising.This paper points out the close connection between mobile application push advertising and unplanned purchases,provides a theoretical basis f or the decision-making of mobile application push advertising,and puts forward suggestions for achieving a win-win situation between advertisers and consumers.