What is it about?

This paper examined and tested the construct of Perceived Aggressive Monetization conceptualized in a previous study by Salehudin and Alpert (2021). The study found the formative measurement developed for the construct to be valid and reliable. The study found a two-step decision-making process for in-app purchases: initial participation and spending size. The findings suggest that perceived aggressive monetization decreased the likelihood of initial participation decisions. However, while the initial participation decision considers rational factors, the spending size decision is mostly impulsive.

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Why is it important?

This paper examined in-app purchase decisions more holistically using hurdle regression. A similar approach has been made to explain addictive behavior, such as smoking, drinking, and gambling. This study also combined both rational and impulsive factors to explain the actual purchase behavior.

Perspectives

It is the third paper of my three-essay doctoral thesis, which I managed to publish after I graduated in 2021. I want to express my utmost gratitude to my supervisor, Prof Frank Alpert, for his support and encouragement not only throughout my Ph.D. but also afterward.

Assist. Prof. Imam Salehudin
Universitas Indonesia

Read the Original

This page is a summary of: Perceived aggressive monetization: why some mobile gamers won’t spend any money on in-app purchases, Electronic Commerce Research, August 2022, Springer Science + Business Media, DOI: 10.1007/s10660-022-09603-2.
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