Skip to main content
Top
Published in: Information Systems and e-Business Management 2/2013

01-06-2013 | Original Article

User adoption and purchasing intention after free trial: an empirical study of mobile newspapers

Authors: Ting Wang, Lih-Bin Oh, Kanliang Wang, Yufei Yuan

Published in: Information Systems and e-Business Management | Issue 2/2013

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Marketing stimuli such as free trial has been widely used to increase user acceptance and intention to purchase information services. Information technology (IT) acceptance theories, such as the technology acceptance model and the unified theory of acceptance and use of technology, have been widely used to explain information system (IS) usage. These theories, however, do not explicitly consider the effect of marketing stimuli that would influence and shape user beliefs, attitude and behavior towards the use and purchase of new IS/IT. Echoing calls for advancing knowledge in technology acceptance, we propose a theoretical model based on expectation conformation theory to investigate the effect of marketing stimuli in the form of free trial and price of using IS on consumers’ acceptance decision process. In this study, free trial of mobile newspaper is used as the research context. A survey sample of 192 responses is used to test the model. Results suggest that the trial experience has an impact on post-trial beliefs and attitude. Perceived fee also has an effect on the acceptance of the information service when the users need to pay for the service.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Appendix
Available only for authorised users
Literature
go back to reference Agarwal R, Prasad J (1998) The antecedents and consequents of user perceptions in nformation technology adoption. Decis Support Syst 22(1):15–29CrossRef Agarwal R, Prasad J (1998) The antecedents and consequents of user perceptions in nformation technology adoption. Decis Support Syst 22(1):15–29CrossRef
go back to reference Barclay D, Higgins C, Thompson R (1995) The partial least squares (PLS) approach to causal modeling: personal computer adoption and use as an illustration. Technol Stud 2(2):285–309 Barclay D, Higgins C, Thompson R (1995) The partial least squares (PLS) approach to causal modeling: personal computer adoption and use as an illustration. Technol Stud 2(2):285–309
go back to reference Bawa K, Shoemaker R (2004) The effects of free sample promotions on incremental brand sales. Market Sci 23(3):345–363CrossRef Bawa K, Shoemaker R (2004) The effects of free sample promotions on incremental brand sales. Market Sci 23(3):345–363CrossRef
go back to reference Benbasat I, Zmud RW (2003) The identity crisis within the is discipline: defining and communicating the discipline’s core properties. MIS Q 27(2):183–194 Benbasat I, Zmud RW (2003) The identity crisis within the is discipline: defining and communicating the discipline’s core properties. MIS Q 27(2):183–194
go back to reference Berger IE, Mitchell AA (1989) The effect of advertising on attitude accessibility, attitude confidence, and the attitude-behavior relationship. J Consum Res 16(3):269–279CrossRef Berger IE, Mitchell AA (1989) The effect of advertising on attitude accessibility, attitude confidence, and the attitude-behavior relationship. J Consum Res 16(3):269–279CrossRef
go back to reference Bettinger CO, Dawson LE Jr, Wales HG (1979) The impact of free-sample advertising. J Advert Res 19(3):35–39 Bettinger CO, Dawson LE Jr, Wales HG (1979) The impact of free-sample advertising. J Advert Res 19(3):35–39
go back to reference Bhattacherjee A (2001) Understanding information systems continuance: an expectation-confirmation model. MIS Q 25(3):351–370CrossRef Bhattacherjee A (2001) Understanding information systems continuance: an expectation-confirmation model. MIS Q 25(3):351–370CrossRef
go back to reference Bhattacherjee A, Premkumar G (2004) Understanding changes in belief and attitude toward information technology usage: a theoretical model and longitudinal test. MIS Q 28(2):229–254 Bhattacherjee A, Premkumar G (2004) Understanding changes in belief and attitude toward information technology usage: a theoretical model and longitudinal test. MIS Q 28(2):229–254
go back to reference Bhattacherjee A, Sanford C (2006) Infulence processes for information technology acceptance: an elaboration likelihood model. MIS Q 30(4):805–825 Bhattacherjee A, Sanford C (2006) Infulence processes for information technology acceptance: an elaboration likelihood model. MIS Q 30(4):805–825
go back to reference Burton-Jones A, Hubona GS (2005) Individual differences and usage behavior: revisiting a technology acceptance model assumption. SIGMIS Datab 36(2):58–77CrossRef Burton-Jones A, Hubona GS (2005) Individual differences and usage behavior: revisiting a technology acceptance model assumption. SIGMIS Datab 36(2):58–77CrossRef
go back to reference Cheng HK, Tang QC (2010) Free trial or no free trial: optimal software product design with network effects. Eur J Oper Res 205(2):437–447CrossRef Cheng HK, Tang QC (2010) Free trial or no free trial: optimal software product design with network effects. Eur J Oper Res 205(2):437–447CrossRef
go back to reference Chin WW (1998) The partial least squares approach to structural equation modeling. In: Marcoulides GA (ed) Modern methods for business research. Lawrewnce Erlbaum, Mahwah Chin WW (1998) The partial least squares approach to structural equation modeling. In: Marcoulides GA (ed) Modern methods for business research. Lawrewnce Erlbaum, Mahwah
go back to reference Chin WW, Todd PA (1995) On the use, usefulness, and ease of use of structural wquation modeling in MIS research: a note of caution. MIS Q 19(2):237–246CrossRef Chin WW, Todd PA (1995) On the use, usefulness, and ease of use of structural wquation modeling in MIS research: a note of caution. MIS Q 19(2):237–246CrossRef
go back to reference Cronin JJ, Brady M, Hult T (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intention in service environments. J Retail 76(2):193–218CrossRef Cronin JJ, Brady M, Hult T (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intention in service environments. J Retail 76(2):193–218CrossRef
go back to reference Davis FD (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q 13(3):319–340CrossRef Davis FD (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q 13(3):319–340CrossRef
go back to reference Davis FD, Bagozzi RP, Warshaw PR (1989) User acceptance of computer technology: a comparison of two theoretical models. Manage Sci 35(8):982–1003CrossRef Davis FD, Bagozzi RP, Warshaw PR (1989) User acceptance of computer technology: a comparison of two theoretical models. Manage Sci 35(8):982–1003CrossRef
go back to reference Davis FD, Bagozzi RP, Warshaw PR (1992) Extrinsic and intrinsic motivation to use computers in the workplace. J Appl Soc Psychoi 22(14):1111–1132CrossRef Davis FD, Bagozzi RP, Warshaw PR (1992) Extrinsic and intrinsic motivation to use computers in the workplace. J Appl Soc Psychoi 22(14):1111–1132CrossRef
go back to reference Falk R, Miller NB (1992) A primer for soft modeling. University of Akron Press, Akron Falk R, Miller NB (1992) A primer for soft modeling. University of Akron Press, Akron
go back to reference Festinger LA (1957) A theory of cognitive dissonance. Row, Peterson, Evanston Festinger LA (1957) A theory of cognitive dissonance. Row, Peterson, Evanston
go back to reference Fornell C, Larcker DF (1981) Evaluating structural equation models with unobserved variables and measurement error. J Mark Res 18(1):39–50CrossRef Fornell C, Larcker DF (1981) Evaluating structural equation models with unobserved variables and measurement error. J Mark Res 18(1):39–50CrossRef
go back to reference Fornell CR, Tellis GL, Zinkhan GM (1982) Validity assessment: a structural equations approach using partial least squares. American Marketing Association Educators’ conference. Chicago: American Marketing Association. pp 405–409 Fornell CR, Tellis GL, Zinkhan GM (1982) Validity assessment: a structural equations approach using partial least squares. American Marketing Association Educators’ conference. Chicago: American Marketing Association. pp 405–409
go back to reference Goering PA (1985) Effects of product trial on consumer expectations, demand, and prices. J Consum Res 12(1):74–82 Goering PA (1985) Effects of product trial on consumer expectations, demand, and prices. J Consum Res 12(1):74–82
go back to reference Hong S-J, Tam KY (2006) Understanding the adoption of multipurpose information applicances: the case of mobile data services. Inf Syst Res 17(2):162–179CrossRef Hong S-J, Tam KY (2006) Understanding the adoption of multipurpose information applicances: the case of mobile data services. Inf Syst Res 17(2):162–179CrossRef
go back to reference Hong SJ, Thong JYL, Tam KYJ (2006) Understanding continued information technology usage behavior: a comparison of three models in the context of mobile Internet. Decis Support Syst 42(3):1819–1834CrossRef Hong SJ, Thong JYL, Tam KYJ (2006) Understanding continued information technology usage behavior: a comparison of three models in the context of mobile Internet. Decis Support Syst 42(3):1819–1834CrossRef
go back to reference Hong S-J, Thong JYL, Moon J-Y, Tam K-Y (2008) Understanding the behavior of mobile data services consumers. Inf Syst Front 10(4):431–445CrossRef Hong S-J, Thong JYL, Moon J-Y, Tam K-Y (2008) Understanding the behavior of mobile data services consumers. Inf Syst Front 10(4):431–445CrossRef
go back to reference Howard JA, Sheth JN (1969) The theory of buyer behavior. John Wiley, New York Howard JA, Sheth JN (1969) The theory of buyer behavior. John Wiley, New York
go back to reference Hu PJ, Chau PYK, Sheng ORL, Tam KY (1999) Examining the technology acceptance model using physician acceptance of telemedicine technology. J Manage Inf Syst 16(2):91–112 Hu PJ, Chau PYK, Sheng ORL, Tam KY (1999) Examining the technology acceptance model using physician acceptance of telemedicine technology. J Manage Inf Syst 16(2):91–112
go back to reference Karahanna E, Straub DW, Chervany NL (1999) Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs. MIS Q 23(2):183–213CrossRef Karahanna E, Straub DW, Chervany NL (1999) Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs. MIS Q 23(2):183–213CrossRef
go back to reference Kempf DS (1999) Attitude formation from product trial: distinct roles of cognition and affect for hedonic and functional products. Psychol Market 16(1):35–50CrossRef Kempf DS (1999) Attitude formation from product trial: distinct roles of cognition and affect for hedonic and functional products. Psychol Market 16(1):35–50CrossRef
go back to reference Kempf DS, Smith RE (1998) Consumer processing of product trial and the influence of prior advertising: a structural modeling approach. J Mark Res 35(3):325–338CrossRef Kempf DS, Smith RE (1998) Consumer processing of product trial and the influence of prior advertising: a structural modeling approach. J Mark Res 35(3):325–338CrossRef
go back to reference Kim S, Garrison G (2009) Investigating mobile wireless technology adoption: an extension of the technology acceptance model. Inf Syst Front 11(3):323–333CrossRef Kim S, Garrison G (2009) Investigating mobile wireless technology adoption: an extension of the technology acceptance model. Inf Syst Front 11(3):323–333CrossRef
go back to reference Kim H-W, Chan HC, Gupta S (2007) Value-based adoption of mobile internet: an empirical investigation. Decis Support Syst 43(1):111–126CrossRef Kim H-W, Chan HC, Gupta S (2007) Value-based adoption of mobile internet: an empirical investigation. Decis Support Syst 43(1):111–126CrossRef
go back to reference LaTour SA, Peat NC (1980) The role of situationally-produced expectations, others’ experiences, and prior experience in determining consumer satisfaction. In: Olson JC (ed) Advances in consumer research. Association for Consumer Research, Ann Arbor, pp 588–592 LaTour SA, Peat NC (1980) The role of situationally-produced expectations, others’ experiences, and prior experience in determining consumer satisfaction. In: Olson JC (ed) Advances in consumer research. Association for Consumer Research, Ann Arbor, pp 588–592
go back to reference Legris P, Ingham J, Collerette P (2003) Why do people use information technology? A critical review of the technology acceptance model. Inf Manage 40(3):191–204CrossRef Legris P, Ingham J, Collerette P (2003) Why do people use information technology? A critical review of the technology acceptance model. Inf Manage 40(3):191–204CrossRef
go back to reference Limayem M, Hirt SG, Cheung CMK (2007) How habit limits the predictive power of intention: the case of information systems continuance. MIS Q 31(4):705–737 Limayem M, Hirt SG, Cheung CMK (2007) How habit limits the predictive power of intention: the case of information systems continuance. MIS Q 31(4):705–737
go back to reference Liu Z, Min Q, Ji S (2008) A comprehensive review of research in IT adoption. Wireless communications, networking and mobile computing, 2008. WiCOM ‘08. 4th international conference on. 1–5 Liu Z, Min Q, Ji S (2008) A comprehensive review of research in IT adoption. Wireless communications, networking and mobile computing, 2008. WiCOM ‘08. 4th international conference on. 1–5
go back to reference Mackintosh R, Heikkonen M (2001) The freedom economy: gaining the mCommerce edge in the era of the wireless Internet. McGraw-Hill Companies, Berkeley Mackintosh R, Heikkonen M (2001) The freedom economy: gaining the mCommerce edge in the era of the wireless Internet. McGraw-Hill Companies, Berkeley
go back to reference Monroe KB, Krishnan R (1985) Perceived quality. In: Jacoby J, Olson J (eds) The effect of price on subjective product evaluations. Lexington Books, Lexington, pp 209–232 Monroe KB, Krishnan R (1985) Perceived quality. In: Jacoby J, Olson J (eds) The effect of price on subjective product evaluations. Lexington Books, Lexington, pp 209–232
go back to reference Moon J-W, Kim Y-G (2001) Extending the TAM for a world-wide-web context. Inf Manage 38(4):217–230CrossRef Moon J-W, Kim Y-G (2001) Extending the TAM for a world-wide-web context. Inf Manage 38(4):217–230CrossRef
go back to reference Nilakanta S, Scamell RW (1990) The effect of information sources and communication channels on the diffusion of innovation in a data base development environment. Manage Sci 36(1):24–40CrossRef Nilakanta S, Scamell RW (1990) The effect of information sources and communication channels on the diffusion of innovation in a data base development environment. Manage Sci 36(1):24–40CrossRef
go back to reference Nunnally JC (1978) Psychometric theory, 2nd edn. McGraw Hill, New York Nunnally JC (1978) Psychometric theory, 2nd edn. McGraw Hill, New York
go back to reference Oliver RL (1980) A cognitive model of the antecedents and consequences of satisfaction decisions. J Mark Res 17(4):460–496CrossRef Oliver RL (1980) A cognitive model of the antecedents and consequences of satisfaction decisions. J Mark Res 17(4):460–496CrossRef
go back to reference Rivard S, Huff S (1988) Factors of success for end user computing. Commun ACM 31(5):552–561CrossRef Rivard S, Huff S (1988) Factors of success for end user computing. Commun ACM 31(5):552–561CrossRef
go back to reference Rogers EM (1995) Diffusion of innovations, 4th edn. Free Press, New York Rogers EM (1995) Diffusion of innovations, 4th edn. Free Press, New York
go back to reference Smith RE, Swinyard WR (1982) Information response models: an integrated approach. J Market 46(1):81–93CrossRef Smith RE, Swinyard WR (1982) Information response models: an integrated approach. J Market 46(1):81–93CrossRef
go back to reference Smith RE, Swinyard WR (1983) Attitude-behavior consistency: the impact of product trial versus advertising. J Mark Res 20(3):257–267CrossRef Smith RE, Swinyard WR (1983) Attitude-behavior consistency: the impact of product trial versus advertising. J Mark Res 20(3):257–267CrossRef
go back to reference Smith RE, Swinyard WR (1988) Cognitive response to advertising and trial: belief strength, belief confidence and product curiosity. J Advert 17(3):3–14 Smith RE, Swinyard WR (1988) Cognitive response to advertising and trial: belief strength, belief confidence and product curiosity. J Advert 17(3):3–14
go back to reference Starbuck W, Webster J (1991) When is play productive? Account Manage Inf Technol 1(1):71–90CrossRef Starbuck W, Webster J (1991) When is play productive? Account Manage Inf Technol 1(1):71–90CrossRef
go back to reference Swanson EB (1988) Information system implementation: bridging the gap between design and utilization. Irwin, Homewood Swanson EB (1988) Information system implementation: bridging the gap between design and utilization. Irwin, Homewood
go back to reference Sweeney JC, Soutar GN (2001) Consumer perceived value: the development of a multiple item scale. J Retail 77(2):203–220CrossRef Sweeney JC, Soutar GN (2001) Consumer perceived value: the development of a multiple item scale. J Retail 77(2):203–220CrossRef
go back to reference Thaler R (1985) Mental accounting and consumer choice. Market Sci 4(3):199–214CrossRef Thaler R (1985) Mental accounting and consumer choice. Market Sci 4(3):199–214CrossRef
go back to reference Thong JYL, Hong SJ, Tam KY (2006) The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. Int J Hum Comput Stud 64(9):799–810CrossRef Thong JYL, Hong SJ, Tam KY (2006) The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. Int J Hum Comput Stud 64(9):799–810CrossRef
go back to reference Tse DK, Wilton PC (1988) Models of consumer catisfaction formation: an extension. J Mark Res 25(2):204–212CrossRef Tse DK, Wilton PC (1988) Models of consumer catisfaction formation: an extension. J Mark Res 25(2):204–212CrossRef
go back to reference Van der Heijden H (2004) User acceptance of hedonic information systems. MIS Q 28(4):695–704 Van der Heijden H (2004) User acceptance of hedonic information systems. MIS Q 28(4):695–704
go back to reference Venkatesh V (2006) Where to go from here? Thoughts on future directions for research on individual-level technology adoption with a focus on decision making. Dec Sci 37(4):497–518CrossRef Venkatesh V (2006) Where to go from here? Thoughts on future directions for research on individual-level technology adoption with a focus on decision making. Dec Sci 37(4):497–518CrossRef
go back to reference Venkatesh V, Morris MG, Gordon BD, Davis FD (2003) User acceptance of information technology: toward a unified view. MIS Q 27(3):425–478 Venkatesh V, Morris MG, Gordon BD, Davis FD (2003) User acceptance of information technology: toward a unified view. MIS Q 27(3):425–478
go back to reference Wright AA, Lynch JG Jr (1995) Communication effects of advertising versus direct experience when both search and experience attributes are present. J Consum Res 21(4):708–718CrossRef Wright AA, Lynch JG Jr (1995) Communication effects of advertising versus direct experience when both search and experience attributes are present. J Consum Res 21(4):708–718CrossRef
go back to reference Wu J-H, Wang S-C (2005) What drives mobile commerce?: an empirical evaluation of the revised technology acceptance model. Inf Manage 42(5):719–729CrossRef Wu J-H, Wang S-C (2005) What drives mobile commerce?: an empirical evaluation of the revised technology acceptance model. Inf Manage 42(5):719–729CrossRef
go back to reference Xin M, Levina N (2008) Software-as-a-service model: elaborating client-side adoption factors. In: 29th international conference on information systems. Paris, France Xin M, Levina N (2008) Software-as-a-service model: elaborating client-side adoption factors. In: 29th international conference on information systems. Paris, France
go back to reference Zmud RW (1983) The effectiveness of external information channels in facilitating innovation within software development groups. MIS Q 7(2):43–58CrossRef Zmud RW (1983) The effectiveness of external information channels in facilitating innovation within software development groups. MIS Q 7(2):43–58CrossRef
Metadata
Title
User adoption and purchasing intention after free trial: an empirical study of mobile newspapers
Authors
Ting Wang
Lih-Bin Oh
Kanliang Wang
Yufei Yuan
Publication date
01-06-2013
Publisher
Springer-Verlag
Published in
Information Systems and e-Business Management / Issue 2/2013
Print ISSN: 1617-9846
Electronic ISSN: 1617-9854
DOI
https://doi.org/10.1007/s10257-012-0197-5

Other articles of this Issue 2/2013

Information Systems and e-Business Management 2/2013 Go to the issue