ЗВ›ЯЗОК МІЖ СПРИЙМАННЯМ РЕКЛАМИ МОБІЛЬНИХ ЗАСТОСУНКІВ ТА МОТИВАМИ СПОЖИВЧОЇ ПОВЕДІНКИ МОЛОДІ

Abstract

The article is devoted to highlighting the results of an empirical study of the features of the connection between the perception of advertising of entertainment-oriented applications and the motives of user's consumer behavior (using the example of the youth target audience). An analysis of the structure of consumer behavior motives for entertainmentoriented mobile applications was carried out. The authors established that the structure of motives of consumer behavior, which are actualized in users in the process of perceiving advertisements of entertainment-oriented applications (“Artstory”, “Preview”, “Lift”, “Unfold”, “Picsart”), consists of two factors. The relationship between the factors of perception of advertising images of mobile applications and the factors in the structure of motives of consumer behavior of users was established (for the application “Artstory” between the factor “Actualization of consumer activity” and the factors “ Actualization of creativity and positive mood” and “Exclusivity” in the structure of consumer motives; for the “Preview” application between the factor “Interest and attractiveness” in the structure of perception of the advertising image and the factor “Actualization of creativity and self-expression” in the structure of consumer motives; for the “Lift” application between the factor “Interest” in the structure of perception of the advertising image and the factors “Drive and creativity” and “Confidence in the exclusivity of the choice” in the structure of consumer motives; for the application “Unfold” between the factor “Interest” in the structure of perception of the advertising image and the factors “Confidence in the exclusivity of the choice and positive mood” and “Actualization of creative self-expression” in the structure of consumer motives; for the “Picsart” application by the factor “Attractiveness and interest” in the structure of perception of advertising image and by the factor “Satisfaction from creativity and novelty” in the structure of consumer motives). Prospects for further research have been identified, which consist in studying the relationship between the perception of educational mobile application advertising and the motives of users' consumer behavior.