Abstract
Due to COVID-19, social distancing, movement restrictions, and working from home have increased the time spent indoors, resulting in a sharp increase in the use of online and mobile services. Despite the increase in online and mobile shopping, there is a lack of interest in free trials, a marketing strategy that traditionally has a significant impact on consumer behavior. Online free service, which is a type of information technology service, allows users to experience the service for free, leading to initial use of the service and subsequent purchase. The purpose of this study is to examine the factors influencing the satisfaction of online free experience service and to find out whether subjective norms play a role as a moderating variable between the intention to sign up for online paid experiences. This survey was conducted from May 3 to May 10, 2021, targeting undergraduate and graduate students of universities located in Gyeongsangbuk-do. The URL of the written question was provided through the Google survey function and the questionnaire was filled out, and a total of 294 questionnaires were used for the final analysis. The results of this study are as follows. First, perceived value, perceived risk, and perceived ease were found to have a significant effect on satisfaction with online free experience, supporting the results of previous studies. On the other hand, subjective norms do not play a role as a moderating variable between satisfaction with online free experience and intention to sign up for online paid membership, so follow-up studies are needed. This study is meaningful in that it provided theoretical and practical implications necessary for the introduction and expansion of online paid members through online free trial services as non-face-to-face purchases rapidly increased due to the spread of COVID-19.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
