| Summary: | 碩士 === 國立清華大學 === 服務科學研究所 === 105 === Nowadays, freemium strategies are widely used in online services and software industry. Those who adapt freemium strategies can have large number of users in such a short time. However, due to their low conversion rate, freemium strategies are always challenged. In the meantime, little do we know about how efficient these freemium strategies are. This study aims to understand how different freemium strategies affect users’ desire and their actual paying behaviors when using streaming TV platforms. Furthermore, we examine Taiwanese streaming TV users’ behaviors and their desire and conduct clustering analysis to segment Taiwanese streaming TV users. Freemium strategies: Content limited (many free content / less free content) and Time limited are selected in our field experiment. Participants were randomly assigned to our scenarios. After the experiment, they are asked about the desire and they can choose $NT 60 or a paid premium streaming TV account (equal to $NT 60) as their reward. The latter represents that participant buy the account. Based on the concept of artificial buying desire, we propose different freemium strategies may result in different desire. Secondly, we then explore the relationship between artificial buying desire and actual paying behaviors. Finally, we segment Taiwanese streaming TV users using lifestyle theory and understand their desire and behaviors. The results show that using different freemium strategies can result in different desire and time limited results in the highest desire. Also, the higher your artificial buying desire is, the higher probability will you buy the premium account. Lastly, there are three types of streaming TV users in Taiwan. They are Drama frenzy users, Agile information users and Actively social users. Drama frenzy users have the highest desire among them. Besides, comparing to Chinese content lovers, foreign content lovers are more likely to pay. The findings suggest that vendors should take time limited as one of their freemium strategies and focus on drama frenzy users and foreign content lovers’ behaviors to design their marketing strategies.
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