免费服务的付费意愿:解决货币化战略之间的差异

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Olli Tyrväinen , Heikki Karjaluoto
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引用次数: 0

摘要

免费商业模式是一种潜在的货币化战略,企业可以通过提供功能有限的免费版本,说服消费者购买高级服务,然后通过销售高级版本的在线服务获益。我们的实证调查采用了混合方法,使用了 55 项研究的元分析数据和 15 次定性访谈。基于这些研究和访谈,我们确定了影响消费者免费服务付费意愿的关键因素。此外,我们还测试了不同货币化策略(有限功能与销售虚拟物品)的调节作用。结果显示,基于免费版服务的感知价值维度(即功能价值、享乐价值、社交价值和价格价值)是预测免费服务付费意愿的因素。对服务提供商的信任是感知价值维度对免费服务付费意愿影响的中介。研究结果还表明,这些关系受到货币化策略的影响。本研究通过整合实证证据,为免费服务付费意愿提供了有价值的见解,从而为现有文献做出了贡献。研究结果对管理者有一定的启发,有助于他们根据免费服务的类型调整货币化战略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Willingness to pay for freemium services: Addressing the differences between monetization strategies

Freemium business models are a potential monetization strategy wherein companies can persuade consumers to buy premium services by offering a free version with limited functionalities and then benefitting by selling a premium version of the online service. Our empirical investigation followed a mixed-method approach and used meta-analytical data from 55 studies and 15 qualitative interviews. Based on these studies and interviews, we identify key factors influencing consumers’ willingness to pay for freemium services. Additionally, we test moderating effects across different monetization strategies (limited features vs. selling virtual items). The results reveal that the dimensions of perceived value (i.e., functional, hedonic, social, and price value), based on a free version of the service, serve as predictors for willingness to pay for freemium services. Trust in the service provider mediates the effects of dimensions of perceived value on willingness to pay for freemium services. The results also show that these relationships are influenced by the monetization strategy. This study contributes to existing literature by consolidating empirical evidence and offering valuable insights regarding willingness to pay for freemium services. The findings have implications for managers, helping them tailor their monetization strategies based on the type of freemium service.

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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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