A Study on the Effect of Consumer Cognition on Consumer Purchase Intention in Mobile Internet

Purpose - Recently, app store users can choose and download apps with thousands of different functions to meet their various needs in work, study, and daily life. With the widespread adoption of smartphones, users have become increasingly dependent on mobile internet stores. The popularization of smartphones and innovations in mobile internet technology have laid a solid foundation for mobile internet marketing. Design/Methodology/Approach - Understanding the impact of mobile internet consumer perception on purchase intentions can help companies better utilize mobile internet for marketing and sales activities. This study was conducted as theoretical research. Findings - Due to the differing characteristics of mobile internet marketing models and their varied effects on consumer perception, each model influences consumer purchase intentions in different ways. When implementing mobile internet marketing, companies should integrate these models with their overall marketing strategies and choose a model that aligns with their development stage. This approach will help enhance perceived consumer value and ultimately increase consumer purchase intentions. Research Implications - It is hoped that future research will expand the scope of sample collection and use stratified sampling based on the actual demographic characteristics of smartphone users, making the empirical results more scientific and providing more meaningful and practical outcomes for the research.