Publicação
What drives mobile in-app purchases? An extended framework of in-app purchase and monetary effort
| dc.contributor.advisor | Oliveira, Tiago André Gonçalves Félix de | |
| dc.contributor.advisor | Pinto, Diego Costa | |
| dc.contributor.author | Costa, Vicente Xavier Cavaleiro | |
| dc.date.accessioned | 2018-07-26T15:16:41Z | |
| dc.date.available | 2021-07-23T00:30:14Z | |
| dc.date.issued | 2018-07-23 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 201956047 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/42532 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Mobile Apps | pt_PT |
| dc.subject | Monetary Effort | pt_PT |
| dc.subject | In-App Purchase | pt_PT |
| dc.subject | Innovativeness | pt_PT |
| dc.subject | Stickiness | pt_PT |
| dc.title | What drives mobile in-app purchases? An extended framework of in-app purchase and monetary effort | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão de Informação, especialização em Inteligência de Marketing | pt_PT |