Switching Free Users to Paid Users: How to Increase Purchase Intention In Edtech Industry

Widi Senalasari(1*), Putri Amelia(2)

(1) Politeknik Negeri Bandung
(2) Politeknik Negeri Bandung
(*) Corresponding Author

Abstract


Even though Indonesia has made significant gains in recent years to increase access to education, learning outcomes remain inadequate. However, the Edtech industry began to develop and increase educational output as a result of increasing access to education through technology. This growth, however, is in risk of becoming unsustainable because not every Edtech is profitable enough to thrive. This study aims to understand the buying interest factors of online course users by investigating the relationship between learning oriented related cues (perceive lecturer expertise, personal learning experience, personal trial experience), price value with purchase intention through customers trust and customers performance expectations. The data was gathered through an e-questionnaire issued to 414 respondents who had previously used a free trial of an online learning course, as well as through in-depth interviews with representatives of Edtech and content creator marketing. The result of this study shows significant and positive relationship between all variables in proposed model. The findings of this study are likely to assist marketers in increasing the number of free users who switch to paid users through content marketing that highlighted various indicators that matter to customers.

Keywords


Online paid course, free trial, purchase intention, performance expectation, trust

Article metrics

Abstract views : 100 | views : 0

Full Text:

PDF

References


Akbar, R. M. I., Sularso, R. A., & Indraningrat, K. (2020). The Effect of Price, Ease of Transaction, Information Quality, Safety, and Trust on Online Purchase Decision. E-Journal Ekonomi Bisnis Dan Akuntansi, 7(1), 77. https://doi.org/10.19184/ejeba.v7i1.14956

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(June), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001

Bhardwaj, Riaz; Yarrow, Noah; Cali, M. (2020). Edtech in Indonesia – Ready for Take-Off? World Bank, May, 1–84. www.worldbank.org

Cai, S., Luo, Q., Fu, X., & Fang, B. (2020). What drives the sales of paid knowledge products? A two-phase approach. Information and Management, 57(5). https://doi.org/10.1016/j.im.2019.103264

Chen, L., Xu, P., & Liu, D. (2020). Effect of Crowd Voting on Participation in Crowdsourcing Contests. Journal of Management Information Systems, 37(2), 510–535. https://doi.org/10.1080/07421222.2020.1759342

Chen, Y., Ding, D., Meng, L., Li, X., & Zhang, S. (2021). Understanding consumers’ purchase intention towards online paid courses. Information Development. https://doi.org/10.1177/02666669211027206

Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Analysing online purchase intention in Spain: fashion e-commerce. Information Systems and E-Business Management, 15(3), 599–622. https://doi.org/10.1007/s10257-016-0319-6

Ghavipour, M., & Meybodi, M. R. (2018). A dynamic algorithm for stochastic trust propagation in online social networks: Learning automata approach. Computer Communications, 123(January), 11–23. https://doi.org/10.1016/j.comcom.2018.04.004

Hair, Joe F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6

Hair, Joseph F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.

Hossain, M. S., Shofiqul Islam, M., Glinsky, J. V., Lowe, R., Lowe, T., & Harvey, L. A. (2015). A massive open online course (MOOC) can be used to teach physiotherapy students about spinal cord injuries: A randomised trial. Journal of Physiotherapy, 61(1), 21–27. https://doi.org/10.1016/j.jphys.2014.09.008

Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers’ purchase intentions towards omni-channel shopping: A qualitative exploratory study. International Journal of Retail and Distribution Management, 46(10), 959–976. https://doi.org/10.1108/IJRDM-04-2018-0074

Liao, C., Lin, H. N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information and Management, 54(5), 651–668. https://doi.org/10.1016/j.im.2016.12.005

Loureiro, S. M. C., Cavallero, L., & Miranda, F. J. (2018). Fashion brands on retail websites: Customer performance expectancy and e-word-of-mouth. Journal of Retailing and Consumer Services, 41(November 2017), 131–141. https://doi.org/10.1016/j.jretconser.2017.12.005

Lu, Y., Wang, B., & Lu, Y. (2019). Understanding key drivers of MOOC satisfaction and continuance intention to use. Journal of Electronic Commerce Research, 20(2), 105–117.

Oh, J., & Yoon, S. J. (2014). Validation of Haptic Enabling Technology Acceptance Model (HE-TAM): Integration of IDT and TAM. Telematics and Informatics, 31(4), 585–596. https://doi.org/10.1016/j.tele.2014.01.002

Paechter, M., Maier, B., & Macher, D. (2010). Students’ expectations of, and experiences in e-learning: Their relation to learning achievements and course satisfaction. Computers and Education, 54(1), 222–229. https://doi.org/10.1016/j.compedu.2009.08.005

Peinkofer, S. T., Esper, T. L., & Howlett, E. (2016). Hurry! Sale Ends Soon: The Impact of Limited Inventory Availability Disclosure on Consumer Responses to Online Stockouts. Journal of Business Logistics, 37(3), 231–246. https://doi.org/10.1111/jbl.12136

Shin, D. (2021). Embodying algorithms, enactive artificial intelligence and the extended cognition: You can see as much as you know about algorithm. Journal of Information Science. https://doi.org/10.1177/0165551520985495

Tartarini, G., Barbiroli, M., Fuschini, F., Degli Esposti, V., & Masotti, D. (2013). Consolidating the electromagnetic education of graduate students through an integrated course. IEEE Transactions on Education, 56(4), 416–423. https://doi.org/10.1109/TE.2013.2247762

Umair Manzoor, Sajjad Ahmad Baig, Muhammad Hashim, & Abdul Sami. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41–48. https://doi.org/10.31580/ijer.v3i2.1386

Venkatesh, V. (2012). C ONSUMER A CCEPTANCE AND U SE OF I NFORMATION T ECHNOLOGY : E XTENDING THE U NIFIED T HEORY. 36(1), 157–178.

Wang, S., Wang, J., Yang, F., Li, J., & Song, J. (2020). Determinants of consumers’ remanufactured products purchase intentions: Evidence from China. International Journal of Production Research, 58(8), 2368–2383. https://doi.org/10.1080/00207543.2019.1630767

Yang, X., Liu, N., & Teo, H. H. (2017). How do users cope with trial restrictions? A field experiment on free trial software. International Journal of Information Management, 37(4), 339–349. https://doi.org/10.1016/j.ijinfomgt.2017.03.007

Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35(July 2016), 150–162. https://doi.org/10.1016/j.jretconser.2016.12.013

Yu, L., Chen, Z., Yao, P., & Liu, H. (2021). A study on the factors influencing users’ online knowledge paying-behavior based on the utaut model. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1768–1790. https://doi.org/10.3390/jtaer16050099

Zhang, J., Zhang, J., & Zhang, M. (2019). From free to paid: Customer expertise and customer satisfaction on knowledge payment platforms. Decision Support Systems, 127(August), 113140. https://doi.org/10.1016/j.dss.2019.113140

Zhang, M., Zhang, Y., Zhao, L., & Li, X. (2020). What drives online course sales? Signaling effects of user-generated information in the paid knowledge market. Journal of Business Research, 118(July), 389–397. https://doi.org/10.1016/j.jbusres.2020.07.008




DOI: https://doi.org/10.35314/inovbiz.v11i2.3429

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Widi Senalasari, Putri Amelia, Putri Amelia

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This Journal has been listed and indexed in :

Copyright of Jurnal Inovasi Bisnis (p-ISSN : 2338-4840, e-ISSN : 2614-6983)

Creative Commons License
Inovbiz: Jurnal Inovasi Bisnis is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Editorial Office :
Pusat Penelitian dan Pengabdian kepada Masyarakat
 Politeknik Negeri Bengkalis 
Jl. Bathin alam, Sungai Alam Bengkalis-Riau 28711 
E-mail: inovbiz@polbeng.ac.id
www.polbeng.ac.id

View Inovbiz Statistics