Kullanıcıların Mobil Uygulamalarda Uygulama İçi Satın Alma Davranışsal Niyeti Belirleyicileri: Geliştirilmiş Planlı Davranış Teorisi ile Bir Model Önerisi
Determinants of Users' In-App Purchase Behavioral Intention in Mobile Applications: A Model Proposal with Extended Planned Behavior Theory
Author(s): Görkem ERDOĞANSubject(s): Behaviorism, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Adem Anbar
Keywords: In-App Purchase; Mobile Applications; Theory of Planned Behavior;
Summary/Abstract: The aim of the study is to determine the antecedents of users' in-app purchase (IAPU) behavioral intention. The population of the research consists of individuals over the age of 18 who live in Turkey and have experienced IAPU. The proposed model of the IAPU is evaluated empirically by applying a questionnaire to 479 users. The structural equation model is used to test the hypotheses about the variables forming the model of the study. In the study, it is determined that attitude, subjective norm, perceived behavioral control, and stickness have a direct and positive effect on IAPU behavioral intention. In addition, the research findings show that the variables of interpersonal influence and influence of external resources affect the subjective norm positively. Results indicate that attitude affects stickness, and this in turn affects IAPU behavioral intention.
Journal: Business and Economics Research Journal
- Issue Year: 14/2023
- Issue No: 2
- Page Range: 289-301
- Page Count: 13
- Language: Turkish