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首页> 外文期刊>Electronic Markets >Converting freemium customers from free to premium-the role of the perceived premium fit in the case of music as a service
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Converting freemium customers from free to premium-the role of the perceived premium fit in the case of music as a service

机译：将免费增值客户从免费转变为高级客户-在音乐即服务的情况下，感知到的高级客户的作用

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Freemium seems to be a promising solution for content providers to earn money now that Web 2.0 users feel entitled to free services and content services like Spotify generally accept this concept. Providers using freemium offer their service in free basic and paid premium versions. To prompt users to pay, a free version has fewer functions. However, no studies have yet investigated whether limiting features is the best strategy for converting users into paying customers, and, if so, how many functional differences there should be between free and premium versions. Therefore, our study aims to measure whether a free service's limitations impact the evaluation of free and premium versions. Drawing on the Dual Mediation Hypothesis and the Elaboration Likelihood Model, we examined 317 freemium users' survey responses. Our results indicate that companies providing freemium services can increase the probability of user conversion by providing a strong functional fit between their free and premium services.
机译：由于Web 2.0用户感到有权使用免费服务，因此免费增值似乎是内容提供商赚钱的有前途的解决方案，而Spotify等内容服务通常都接受此概念。使用免费增值服务的提供商以免费的基本版和付费高级版提供其服务。为了提示用户付款，免费版本的功能较少。但是，还没有研究调查限制功能是否是将用户转换为付费客户的最佳策略，如果是的话，免费版和高级版之间应该有多少功能差异。因此，我们的研究旨在衡量免费服务的局限性是否会影响免费和高级版本的评估。利用双重中介假说和精细化可能性模型，我们检查了317名免费增值用户的调查反馈。我们的结果表明，提供免费增值服务的公司可以通过在免费和高级服务之间提供强大的功能配合来增加用户转换的可能性。

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