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

摘要/Abstract

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。

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

Abstract:

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 experi-ence 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 in-ertia 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 re-search 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.

Key words: freemium model, online content, value-added experience, mental inertia, free mentality

胡珍苗, 程岩, 崔华玉. 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[J]. , 2016, 28(11): 116-128.

Hu Zhenmiao, Cheng Yan, Cui Huayu. What Converts Online Content Consumers from Free to Fee: Perspective from Mental Inertia Based on Value-added Experience[J]. , 2016, 28(11): 116-128.

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