| Summary: | 碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 103 === This work focuses on how to increase conversion users intention from freemium to premium, and takes Spotify, a music streaming m-service provider as an example. This paper uses online questionnaire and 111 data were collected. It is found customer satisfaction is a mediator between in-use value and conversion intention. Result shows that perceived premium fit does not interfere the influence of in-use value on customer satisfaction. Users do not concern the service difference between free version and premium version of Spotify, because only minimal changes in satisfaction levels were perceived. In addition, the longer time of people use freemium version, the lower possibility they convert to premium version, and people who spend more time listening to music on Spotify, are more likely to convert.
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