Factor Affecting In-App Advertisement Purchase Intention: Thailand Case Study

Proceedings of ‏The 3rd International Conference on Research in Social Sciences and Humanities

Year: 2021

DOI: https://www.doi.org/10.33422/3rd.icrsh.2021.05.45

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Factor Affecting In-App Advertisement Purchase Intention: Thailand Case Study

Tosiriwattananon Praewroong and Chanvarasuth Pisit



The growing steadily of the in-app advertisement market that making in-app advertisement is one of major area for advertising product or service from organization. The organization need the consumer to access to in-app advertisement as influence consumer intention to purchase advertise product and service. This study proposes to know how the factors influence consumer intention to purchase advertisement product in-app advertisement in Thai consumer. Based on the Uses and Gratifications Theory (UGT). The study method is a quantitative method that used in this study by applying the Structural Equation Modeling (SEM) technique to the primary data, which is obtained through online questionnaires. The sampling method used was convenience sampling with a total of 400 respondents. The result of this study showed perceived informativeness, irritation, and personalization has significant influence on attitude toward in-app advertisement and intention to purchase advertisement product. Additionally, the finding found that perceived informativeness has positive impact to credibility. On the other hand, perceived entertainment and credibility has insignificant impact on attitude toward in-app advertisement. The study contributes to the literature of marketing in-app advertisement organization, enabling researchers to prioritize the advertising strategy effectiveness from information, irritation, and preference in personalization to help in-app advertisement marketers maximize reach.

Keywords: In-app advertisement, purchase intention, UGT, attitude.