| Summary: | 碩士 === 銘傳大學 === 傳播管理學系碩士班 === 102 === Because of the rise of intelligent mobile devices in recent years. It’s almost a must have mobile device for everyone. Therefore, the marketing of mobile devices became a essential requirement. Many industries started invented their own kind of brand APP as well, for the direct interaction with the customers, To promote the awareness of the brands even increase the brand market. So I would like to comprehend the brand awareness and purchase intention effects through using brand APP.
This research had used questionnaire, without limit gender, age but only if you’ve used the brand APP or you’ve been using it. Questionnaire Designed by using the Likert scale to measure. Questionnaire has four important parts, they are APP usage, brand awareness, purchase intention and demographic statistics.
Research results:(1)consumer used brand APP and brand awareness and product purchase intentions positively correlated.(2) consumer brand APP on brand awareness and product purchase intentions have a significant positive effect.
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