文献类型：期刊文献

中文题名：在线内容用户服务升级意愿研究:基于增值体验的心理惯性视角

英文题名：What Converts Online Content Consumers from Free to Fee:Perspective from Mental Inertia Based on Value-added Experience

作者：胡珍苗[1];程岩[1];崔华玉[1]

机构：[1]华东理工大学商学院,上海200237

年份：2016

卷号：28

期号：11

起止页码：116

中文期刊名：管理评论

外文期刊名：Management Review

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2014】；CSSCI:【CSSCI2014_2016】；

基金：国家自然科学基金项目(71271087)

语种：中文

中文关键词：免费增值模式;在线内容;增值体验;心理惯性;免费心理

外文关键词：freemium model; online content; value-added experience; mental inertia; free mentality

摘要：免费增值是在线内容的一种重要商业模式。该模式通过免费使用吸引用户,再利用增值服务促进用户服务升级,从而获取付费收益。本文基于增值体验策略,结合心理惯性与感知价值差异两个中介变量,研究了增值体验要素对服务升级意愿的作用机理,并检验了免费心理的调节效应。实证结果表明,心理惯性会加大用户对免费和增值两种服务的感知价值差异,进而提升其服务升级意愿;增值体验的社会价值要素对培养用户心理惯性有显著作用,情感价值要素发挥的作用则较弱;而功能价值要素对心理惯性和感知价值差异均有较强作用。同时,研究发现免费心理对心理惯性没有调节作用。本文研究结果有助于服务商科学配置增值体验要素组合,发挥体验营销的效果,促进免费用户的服务升级意愿,从而获取更多收益。
The freemium model is an important business model for online content. This mode attracts customers through the free use,then uses value-added services to promote user upgrading service,thus obtaining paid yield. This paper based on the value-added experience strategy,combining mental inertia and perceived value differences as intermediate variables,studies the mechanism of value-added experience factors on upgrade intention of service and tests the moderating effect of free mentality. Empirical results show that mental inertia will increase the perceived value differences of free and value-added services and then promote the service upgrade intention; social value elements of value-added experience play a significant role in training users＇ mental inertia,the role of emotional value elements is weak,and the functional value elements play a strong role in both mental inertia and perceived value differences. Meanwhile,this research finds that free mentality has no effect on regulating mental inertia. The results of this study can be applied by service providers to combine value-added experience elements scientifically,make the experience marketing effective,promote free users＇ service upgrade intentions,so as to gain more profit.