采用和转换免费服务的动机:对数字创业的启示

IF 7.8 3区 管理学 Q1 MANAGEMENT Review of Managerial Science Pub Date : 2024-03-05 DOI:10.1007/s11846-024-00754-0
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引用次数: 0

摘要

摘要 技术进步为创业和创新创造了机会,并促成了新产品、服务、平台和商业模式的发展,其中包括免费商业模式。免费商业模式存在于多种数字服务中(如音乐、社交网络和游戏),但企业要取得成功,最重要的是让用户将免费订阅转化为付费订阅。以往的研究致力于解释是什么动机驱使消费者采用不同的数字服务和平台,是什么动机和用户特征导致他们转换到高级服务,但很少有研究专门探讨消费者区分竞争平台的动机。为了加深对这些问题的理解,本研究将一组动机和用户特征作为解释变量进行分析。数据是通过在线问卷调查获得的,样本包括 231 名音乐流媒体平台用户。主要结果表明,满意度、感知价值和普遍性是对选择平台产生积极影响的具有统计学意义的动机。在订购高级服务方面,同样的动机以及用户的年龄和职业也产生了有影响力的结果,这些结果从理论和管理角度来看都很有意义,特别是对于那些旨在确定最佳战略以成功部署其数字业务的企业家而言。
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Motivations in the adoption and conversion of freemium services: insights for digital entrepreneurship

Abstract

Technological advancements have created opportunities for entrepreneurship and innovation and enabled the development of new products, services, platforms, and business models, including the freemium business model. The freemium business model is present in several digital services (e.g., music, social networking, and gaming), but, for businesses to succeed, it is of the utmost importance that users convert their subscriptions from free to premium. Previous research has endeavored to explain what motivations drive consumers to adopt different digital services and platforms and what motivations and user characteristics lead them to convert to the premium service, but little research has been dedicated to the motivations for consumers to distinguish between competing platforms. To enhance comprehension of these matters, this study analyzes a group of motivations and user characteristics as explanatory variables. Data was obtained via an online questionnaire, with a sample of 231 users of music streaming platforms. The main results suggest that satisfaction, perceived value, and ubiquity are statistically significant motivations that positively influence choosing a platform. Regarding subscribing to the premium service, the same motivations, as well as users’ age and occupation, present influential results, which are relevant from theoretical and managerial points of view, especially for entrepreneurs aiming to define the best strategy to successfully deploy their digital businesses.

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来源期刊
CiteScore
11.30
自引率
14.50%
发文量
86
期刊介绍: Review of Managerial Science (RMS) provides a forum for innovative research from all scientific areas of business administration. The journal publishes original research of high quality and is open to various methodological approaches (analytical modeling, empirical research, experimental work, methodological reasoning etc.). The scope of RMS encompasses – but is not limited to – accounting, auditing, banking, business strategy, corporate governance, entrepreneurship, financial structure and capital markets, health economics, human resources management, information systems, innovation management, insurance, marketing, organization, production and logistics, risk management and taxation. RMS also encourages the submission of papers combining ideas and/or approaches from different areas in an innovative way. Review papers presenting the state of the art of a research area and pointing out new directions for further research are also welcome. The scientific standards of RMS are guaranteed by a rigorous, double-blind peer review process with ad hoc referees and the journal´s internationally composed editorial board.
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