Salehudin, Imam; Alpert, Frank - In: Journal of Research in Interactive Marketing 16 (2021) 4, pp. 633-647
Purpose: Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only 5% of total app users make any IAPs. This paper investigates why some users will not make IAPs and develop a novel...
