Recently, the high market share of the smart phone and tablet PC makes the mobile application (App) industry growing rapidly. Base on this trend, App developers try to develop various applications to meet the consumer demand in their life. But it also gradually makes the industrial structure and consumer behavior to change. Consumers start to replace original products by the applications, because of same functions between the original product and App. For this reason, in this study we try to build a common framework including “Diffusion of Innovation Theory”, “Switching costs” and “Satisfaction of original products” by the past literatures. And we want to find the reasons which make consumers transfer their purchase intention form original products to applications. Besides, we prove the hypothesis in the research framework using the popular case in the navigation application. In this study, we need to collected samples that have experience between the original product and App and we get a result in data analysis finally. In the result, “Compatibility”, “Complexity”, “Trialability” and “Observability” exhibits significant influence on “Attitude in App” and “Switching intention”. And “Satisfaction in original product” exhibits negative significant influence on “Switching intention”. So we make a comment that consumers would transfer their purchase intention by these reasons along with the rapid growth of application market. Base on the comment in this study, how to make a marketing strategy and decision is very important for App developers and companies of the original product in the future.
