The influence of referrer's self-construal, attitude toward the app, and expected attitude of referee on the formation of referrer's sharing intention for branded smart phone apps

This study investigated the empirical relationships among referrer attitude toward branded app (Aappr), expected attitude of referee toward branded app (Aappe), sharing intention (SI), and sharing action (SA). It also examined how self-construal moderates the relationship between each attitude toward app and SI. Last, it tested advertising messages that might increase SI under various conditions. Results showed that (a) branded app positively influenced advertised brand attitude; (b) Aappr, and Aappe positively and significantly affected SI and that SI predicts SA; (c) the influence of Aappe on SI was bigger than Aappr on SI in the overall model; and (d) self-construal moderated the relationship between Aappr and SI and between Aappe and SI. However, the results did not indicate that enhanced Aappr or enhanced Aappe in any advertisement increased SI.