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Consumer Perceived Value of Collaboration vs. Incentives in the Context of In-App Ads: Digital Natives vs. Digital Immigrants

Consumer Perceived Value of Collaboration vs. Incentives in the Context of In-App Ads: Digital Natives vs. Digital Immigrants

Qasim Ali Qureshi, Nor Azila Mohd Noor, Shahizan Hassan
Copyright: © 2022 |Volume: 18 |Issue: 1 |Pages: 22
ISSN: 1548-3673|EISSN: 1548-3681|EISBN13: 9781799893868|DOI: 10.4018/IJeC.295148
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MLA

Qureshi, Qasim Ali, et al. "Consumer Perceived Value of Collaboration vs. Incentives in the Context of In-App Ads: Digital Natives vs. Digital Immigrants." IJEC vol.18, no.1 2022: pp.1-22. http://doi.org/10.4018/IJeC.295148

APA

Qureshi, Q. A., Noor, N. A., & Hassan, S. (2022). Consumer Perceived Value of Collaboration vs. Incentives in the Context of In-App Ads: Digital Natives vs. Digital Immigrants. International Journal of e-Collaboration (IJeC), 18(1), 1-22. http://doi.org/10.4018/IJeC.295148

Chicago

Qureshi, Qasim Ali, Nor Azila Mohd Noor, and Shahizan Hassan. "Consumer Perceived Value of Collaboration vs. Incentives in the Context of In-App Ads: Digital Natives vs. Digital Immigrants," International Journal of e-Collaboration (IJeC) 18, no.1: 1-22. http://doi.org/10.4018/IJeC.295148

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Abstract

Targeting individual consumers through in-app ads requires understanding their unpredictable behavior. To understand the underlying mechanism, this article has focused to identify the influence of self-efficacy, the perceived value of collaboration, and incentives on intention to interact with in-app ads. Self-efficacy is used as a moderator. The perceived value of collaboration and incentives are tested as mediators. Age in terms of digital natives and digital immigrants is used as a control variable. Large-scale online survey data was collected. PLS-SEM technique was used for data analysis. As per result, digital natives and digital immigrants behave in the same way for acceptance of in-app ads. The perceived value of collaboration and incentives have a direct influence on intention. Self-efficacy does not influence intention nor act as a moderator. This research helps advertisers, app developers, and other stakeholders involved in in-app ads services to understand the importance of influential factors found in the study.

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