Free Trials as an Appetizer for the Premium User Experience – Customer Perceptions and Subsequent Subscription Intentions
摘要
Digital service businesses commonly use a free trial approach to provide customers with a taste of the premium user experience, in order to convert them from free to fee. To shed light on the drivers behind premium conversions in the news media industry, we conducted a qualitative study with 38 participants after they received a four-week free trial to a digital newspaper.