Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention

Recently, there has been a dramatic proliferation of mobile apps, many of which allow for in-app purchases; however, little research has focused on what motivates a user to make such purchases. Based on the Affect-Behavior-Cognition model (ABC model) of attitudes, we developed a model involving perceived value and social influences. The model is then empirically evaluated using survey data collected from 485 users regarding their perception of mobile apps. The findings indicate that stickiness and social identification significantly influence a user's intention to make in-app purchases. Specifically, significant differences were found between users and potential users in terms of antecedents to forming stickiness and making in-app purchases. The results may provide further insights into the development of effective mobile app business models and adoption strategies.