Positive Side Effects Of In-App Reward Advertising
通过分析用户游戏行为数据，发现应用内奖励广告提供的免费游戏道具能促使更多用户购买该道具，并增加已有购买用户的后续消费，且用户参与度会调节这一效应。
<h3>ABSTRACT</h3> Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases. By analyzing field data on user-level game-app usage behavior, the current researchers found that users who were offered a free game item as a reward more likely would purchase the game item. Existing users who already had purchased game items also made more subsequent purchases after experiencing the free game items than they had in previous game play without these incentives. The study identifies the moderating role of users9 engagement level in the game on sampling effects.