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Targeting individual consumers through in-app ads requires understanding their unpredictable behavior. To understand the underlying mechanism, this article has focused on identifying 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. Per the 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.

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