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Humanities
- ISSN: 2155-7993
- Journal of Modern Education Review
Effects of Brand Image in the University Mobile Application to the User’s
Behavioral Response
Yulin Chen
(Department of Mass Communication, Tamkang University, Taiwan)
Abstract: This study is to investigate the effects of brands and content in a university mobile application (UAPP) on the cognitive, emotional, and behavioral responses of university students. The user’s behavioral response framework is used to test the information and brand functions of UAPPs and develop a model for users’ cognitions, emotions, and behaviors. The recipients were the first-year, second-year, and third-year students of University. A total of 457 valid samples are collected. Correlation analysis and regression analysis are adopted as the statistical analysis methods. Findings showed that, among the UAPP samples, (1) university students had the highest preference for those that provided heuristic information. By comparison, text-intensive applications or those that overly emphasize content and functions were more likely to prompt impatience and negative emotions. (2) Higher-ranking UAPPs afforded better interactive benefits, while lower-ranking UAPPs attracted university students and promoted positive emotions and affinity through content and function diversity. (3) Different UAPPs were examined to elucidate the effects of information level and brand image on university students. For UAPPs and information promotion, we recommend that universities identify different user needs and design content that reflects their brand image in order to enhance the existing value of universities.
Key words: university, mobile applications, cognitions, emotions, behaviors
