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• W562470299 abstract "The freemium model has been called the long awaited answer to the question how to earn money on the internet with content. However, one growing issue for online content providers is how to convert free users to paying users, and having an effective conversion strategy is crucial. Moreover, practitioners across many industries are leveraging the growing availability of data, with online industries possibly seeing the largest potential and data abundance. Thus, leveraging data to formulate effective conversion strategies has become a growing trend.Among scholars, there has been some research on how service usage among online content provider users impacts the willingness to pay. However, there has been limited focus on how conversion strategies can be adjusted to different user segments. Therefore, this thesis has aimed at answering how service usage impacts willingness to pay for different customer segments in a Music-as-a-Service (MaaS) company.By performing a case study on a music streaming service, the researchers have analyzed previous literature, practitioner expert views and service usage data to find areas significantly affecting a user’s willingness to pay. The results show that metrics within the categories of Consumer demographics & characteristics, User experience, Social activity and Content consumption & service interaction all impact a user’s willingness to pay, for one or more of the user segments considered. Moreover, it is found that the impact of individual factors differs considerably across segments, both in terms of effect size and direction.The findings have implications for scholars and practitioners, both online content providers in general and MaaS companies in particular. For scholars, the findings provide increased knowledge of how willingness to pay is impacted by service usage for different segments, which gives further depth to current theory, and opens new areas for future research. For practitioners, the thesis provides increased understanding of how conversion strategies can be adjusted to different customer segments to build more costeffective and impactful approaches." @default.
• W562470299 created "2016-06-24" @default.
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• W562470299 date "2014-01-01" @default.
• W562470299 modified "2023-09-27" @default.
• W562470299 title "UNDERSTANDING HOW USE OF THE FREESERVICE AFFECTS WILLINGNESS TO PAY INFREEMIUM MAAS SERVICES" @default.
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