The Effect of App Authenticity and App Authority on App Attractiveness and App Loyalty: Focusing on the Moderated Mediation Effect of Nationality, App Features, and App Attractiveness

Purpose: Consumption patterns are shifting with digital virtualization to form new marketing models, and App icon design is the key to differentiation in the digital marketing process for companies. The aim of this study is to investigate the effect of App authenticity and App authority on App attractiveness and App loyalty. In addition, The moderating effects of App features and nationality differences on app authenticity, App authority, and App loyalty in a relationship mediated by App attractiveness are also explored. The study is dedicated to providing useful information for companies to understand the Korean market and Chinese market customers from the perspective of App digital marketing and to develop strategies to attract more customers. Research design, data, and methodology: In order to achieve the research purpose, Using App icon features as the entry point, App authenticity and App authority as independent variables, and introducing App attractiveness as a mediating variable, this study verified the impact on the dependent variable App loyalty using data from a survey of 334 Korean and Chinese consumers. Results: The empirical results are summarized as follows. Firstly, App Authenticity has a positive (+) impact on App attractiveness. Secondly, App Authority has a positive (+) effect on App Attractiveness and App Loyalty. Third, App attractiveness has a positive (+) effect on App loyalty. Fourthly, all relationships between App attractiveness App authenticity, and App loyalty are partial mediating effect. Fifth, only a partial mediating effect of "Graphic-Korea" exists between App attractiveness in terms of App authority and App loyalty. Sixth, only the hypothesis of a moderating effect between App authority * App features, and App authenticity * nationality is valid. Implications: When designing applications, companies should express the concept of the brand with maximum accuracy, communicate the values of the company and maintain the inherent symbolic image of the brand. Respect the consumer, respect the cultural differences of different countries and approach them with Authenticity. The results of the study help companies to design App icons more precisely to help improve App attractiveness, and App loyalty and this study provides a theoretical basis for the development of digital marketing for brands.