What drives add-on sales in mobile games? The role of inter-price relationship and product popularity

Jang, Seongsoo ORCID: https://orcid.org/0000-0002-5948-0876 and Chung, Jaihak 2021. What drives add-on sales in mobile games? The role of inter-price relationship and product popularity. Journal of Business Research 124 10.1016/j.jbusres.2020.11.025

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Abstract

Mobile app developers monetize in-app purchases or add-ons whose prices can be compared with the prices of the app and other add-ons. However, little attention is paid to pricing methods of the base and add-on products to maximize add-on sales. This study examines how absolute and relative prices of new add-ons—compared with those of the base and existing add-on products in the same product—influence their sales with a consideration of product popularity. Using a sample of 7,108 weekly observations derived from 74 mobile games and 514 add-ons, we find that the absolute (relative) price of a new add-on has a positive (negative) effect on the add-on sales. Moreover, we find that the negative relationship between relative price and sales is attenuated by base sales and review volume. This study provides app developers a substantial guideline for optimally pricing base and add-on products under different levels of product popularity.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Elsevier
ISSN:	0148-2963
Date of First Compliant Deposit:	20 November 2020
Date of Acceptance:	14 November 2020
Last Modified:	04 Dec 2024 08:45
URI:	https://orca.cardiff.ac.uk/id/eprint/136562

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