The factors that influence customers' in-app purchase motivation in mobile application in Thailand.

Abstract

The purpose of this paper is to investigate the factors that influence the intention to buy towards in-app purchase. Secondly, to find out what kind of users’ characteristics that tend to have an intention to buy in-app features. Thirdly, to investigate whether Self-identity affect in-app purchase behavior toward a mobile app. The assumptions were tested by questionnaire and collect data from 100 respondents who have exposure to an in-app purchase within the last 365 day. The finding of this research showed that social identification and perceived usefulness are the essential factors that mainly impact on consumer purchase motivation. In addition, young adult consumers are more receptive to in-app purchase compare to other age groups. Also, the most purchased application category is social networking which emphasizes that social identification has a crucial impact on the intention to buy.