The main purpose of this study is to build a dual-path communication model for mobile apps by integrating the elaboration likelihood model (ELM) and the dual-mediation model. This study explores the effects of image relevance and argument quality on ad cognition, brand cognition, ad attitude, brand attitude, and the subsequent purchase intention in the context of mobile apps. Further, we compare the communication routes between high-involvement individuals and low-involvement ones. Based on a 2 × 2 factorial design, we manipulate 'argument quality' and 'image relevance' to evaluate their effects in the context of mobile apps. The findings provide important theoretical and practical implications for mobile marketing.

中文翻译：

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用于移动应用程序上下文的双路径通信模型

这项研究的主要目的是通过将精心设计可能性模型（ELM）和双重调解模型集成在一起，为移动应用程序构建双路径通信模型。这项研究探讨了图像相关性和论据质量对移动应用程序上下文中广告认知，品牌认知，广告态度，品牌态度以及后续购买意愿的影响。此外，我们比较了参与度高的人和参与度低的人之间的沟通路径。基于2×2阶乘设计，我们操纵“参数质量”和“图像相关性”以评估它们在移动应用程序上下文中的效果。这些发现为移动营销提供了重要的理论和实践意义。