Optimal Software Free Trial Strategy: Limited Version, Time-locked, or Hybrid?

被引：79
|
作者：
Cheng, Hsing Kenneth
Li, Shengli
Liu, Yipeng
机构：
[1] Department of Information Systems and Operations Management, Warrington College of Business Administration, University of Florida, Gainesville, 32611-7169, FL
[2] Department of Information Management and Electronic Commerce, School of Management, Xi'An Jiao Tong University, Shaanxi, Xi'an
[3] Department of Operations Management and Information Systems, College of Business, Northern Illinois University, DeKalb, 60115, IL
来源：
PRODUCTION AND OPERATIONS MANAGEMENT | 2015年 / 24卷 / 03期
关键词：
hybrid free trial; network effects; software free trial;
D O I：
10.1111/poms.12248
中图分类号：
T [工业技术];
学科分类号：
08 ;
摘要：
Limited version, time-locked, and hybrid are three software free trial strategies employed by software firms to exploit increased installed base and/or reduction of consumers' uncertainty about software quality. We develop an analytical model to examine these three software free trial strategies. We find that the hybrid strategy weakly dominates the limited and time-locked versions, and the intensity of the network effects is a key factor determining which strategy is optimal.
引用
收藏
页码：X / X
页数：1
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