Study on the Free Trial of IT Services from Users' Decision Perspective: A Conceptual Framework

被引：0
|
作者：
Jiao, Weiling [1 ]
Chen, Hao [2 ]
Yuan, Yufei [3 ]
机构：
[1] Yancheng Inst Technol, Econ & Management Sch, Yancheng 224051, Jiangsu, Peoples R China
[2] Dalian Univ Technol, Fac Econ & Management, Dalian 116023, Liaoning, Peoples R China
[3] McMaster Univ, DeGroote Sch Business, Hamilton, ON L8S 4M4, Canada
来源：
MOBILE AND WIRELESS TECHNOLOGY 2018, ICMWT 2018 | 2019年 / 513卷
关键词：
Free trial; IT service; Behavior dynamics; Three-stage framework; WORD-OF-MOUTH; SATISFACTION; EXPECTATION; STRATEGY; IMPACT; MODEL;
D O I：
10.1007/978-981-13-1059-1_37
中图分类号：
TN [电子技术、通信技术];
学科分类号：
0809 ;
摘要：
Nowadays, information technology services (ITS) are offered to individual end users from free to fee, free trial has become a necessary and crucial promotion strategy to many information technology companies, which calls for advancing our understanding on free trial phenomena. In this paper, we define free trial as an inseparable whole process including the initial trial, experience, and fared use stage from users' decision prospective, and build a theoretical framework conceptualizing the dynamics surrounding users' decision making in free trial. Using this framework, we further develop the research model; investigate corresponding decision variables and present propositions. The integrated conceptual framework provides a comprehensive understanding of users' adoption, purchase intentions, and behaviors for ITS promoted by free trial.
引用
收藏
页码：393 / 400
页数：8
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