Pathways to premium: How habits and benefits shape conversion and retention in freemium subscription models

IF 8.8 1区管理学 Q1 BUSINESS

Journal of the Academy of Marketing Science Pub Date : 2026-09-21 DOI:10.1007/s11747-026-01205-w

Daniel Kreimer,Lukas Stoppacher,Walter Hauser,Thomas Foscht,Andreas B. Eisingerich

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引用次数: 0

Abstract

Abstract Numerous digital services rely on freemium models, yet the mechanisms that move users from free usage to premium subscriptions remain poorly understood. This research examines how expected benefits of premium access, experienced benefits during trials, and habit development in free and premium contexts jointly shape conversion and retention. Across four empirical field studies in a freemium subscription setting, we show that habits in the free version are double‑edged: they can increase conversion by reinforcing expected benefits of the premium version, yet also anchor users in continued free usage through inertia. Habits formed while using the premium version, together with experienced premium benefits, generally support paid conversion and long‑term retention. In discounted trial settings, we further identify an inverse‑U‑shaped relationship between premium‑side habits and retention, with very strong habits associated with lower retention than moderate levels. These insights inform the design of effective freemium and trial strategies.

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付费之路：习惯和利益如何影响免费订阅模式的转化率和留存率

许多数字服务都依赖于免费增值模式，但人们对将用户从免费使用转变为付费订阅的机制却知之甚少。本研究考察了付费访问的预期收益、试用期间的体验收益以及免费和付费环境下的习惯发展如何共同影响转化率和留存率。通过对免费增值订阅设置的四项实证研究，我们发现免费版本的习惯是一把双刃剑：它们可以通过强化付费版本的预期收益来提高转化率，但也可以通过惯性将用户固定在持续的免费使用中。在使用付费版本时形成的习惯，加上经验丰富的付费福利，通常会支持付费转换和长期留存。在折扣试验设置中，我们进一步确定了付费习惯与留存率之间的倒U型关系，非常强烈的习惯与较低的留存率相关，而不是中等水平。这些见解有助于设计有效的免费模式和试用策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of the Academy of Marketing Science BUSINESS-

CiteScore

30.00

自引率

7.10%

发文量

期刊介绍： JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.