Service quality explains why people use freemium services but not if they go premium: An empirical study in free-to-play games

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• 作者：Juho Hamari^a ; ^{juho.hamari@uta.fi} ; Nicolai Hanner^b ; ^{nicolai.hanner@tu-berlin.de} ; Jonna Koivisto^a ; ^{jonna.koivisto@uta.fi}
• 关键词：Free-to-play ; Freemium ; Premium ; Purchase behavior ; Servqual ; Service quality ; Online games
• 刊名：International Journal of Information Management
• 出版年：2017
• 出版时间：February 2017
• 年：2017
• 卷：37
• 期：1
• 页码：1449-1459
• 全文大小：1175 K
• 卷排序：37

文摘

Freemium has become de facto business model for online services. User responses were gathered from freemium games (N = 869). Service quality positively predicts intentions to continue using freemium services. Quality of a freemium service is indirectly associated with premium purchases. The effect of quality on premium purchases is mediated by use of freemium.