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Publicação
What drives mobile in-app purchases? An extended framework of in-app purchase and monetary effort
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Orientador(es)
Resumo(s)
Past research has focused on mobile app use intention and acceptance but did not provide insights on the factors influencing in-app purchase and monetary effort. This study contributes to filling this gap by analyzing how relevant personality-based variables such as stickiness and innovativeness influence in-app purchase and monetary effort. We extend the affect–behavior–cognition (ABC) model of attitudes by developing a framework that evaluates the relevance of not only attitude but also stickiness, satisfaction, social identification, and innovativeness on mobile in-app purchase intention and monetary effort. We develop a study with 303 European consumers about mobile apps, using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that attitude, satisfaction, innovativeness, and stickiness help to explain purchase intention and monetary effort of mobile in-app purchases. In addition, the findings suggest that attitude and satisfaction are, respectively, important moderators of stickiness and in-app purchase intention on in-app monetary effort. The findings have implications for companies on what factors to consider when developing a mobile app for monetization purposes.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Mobile Apps Monetary Effort In-App Purchase Innovativeness Stickiness