| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 107 === App has become a medium of brand marketing in today's society. In the past few years, the mobile app market has obtained enormous development. Consumers and marketers acquire plenty of benefits from mobile apps. Understanding why and how consumers use apps is vital to the success of this market. Consequently, we research the determinants to promote users using apps and adopt app engagement which includes consumers’ physical and psychological state to measure users’ attitude toward app.
Our study tries to discuss how some using properties, social influence, compatibility brand identification, convenience, interactivity, perceived ease of use and perceived usefulness influence app engagement. First, we divide seven independent variables two kinds named environmental-promotion process and cognitive-promotion process, discussing relationship between variables. Second, we propose perceived usefulness as a mediator can connect the other independent variables with app engagement. That is, perceived usefulness can play the role of bridge or determinants toward app engagement. What we mentioned above is something that other studies before do not do.
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