Oliveira, Tiago André Gonçalves Félix dePinto, Diego CostaCosta, Vicente Xavier Cavaleiro2018-07-262021-07-232018-07-23http://hdl.handle.net/10362/42532Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligencePast 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.engMobile AppsMonetary EffortIn-App PurchaseInnovativenessStickinessmaster thesis201956047