Abstract: With the development of 4G technology and the popularity of smart phones and other mobile terminals, the marketing value of mobile App has attracted a large number of businesses, and has gradually changed the traditional way of corporate marketing. The paper divides mobile App marketing into four models: brand App, union App, App advertising implantation, and App advertising delivery, and discusses the influence factors and mechanism of mobile App marketing model on consumer purchasing intention by constructing the research model that the mobile App marketing model influences consumer purchasing intention. Results show that mobile App marketing model partially affects consumer perceived value, mobile App marketing model has a positive impact on consumer purchasing intention, and consumer perceived value has a positive impact on consumer purchasing intention.

Key words: mobile App marketing, perceived benefits, perceived risk, purchasing intention