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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kuivalainen, Kasper", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-04-29T11:58:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-04-29T11:58:49Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/94573", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Internetist\u00e4 on tullut yh\u00e4 t\u00e4rke\u00e4mpi yrityksille, joista osa toimii yksinomaan Internetiss\u00e4. Freemium on suosittu tapa houkutella uusia k\u00e4ytt\u00e4ji\u00e4 n\u00e4ihin verkkopalveluihin. Freemium toimii ik\u00e4\u00e4n kuin palvelun p\u00e4\u00e4ttym\u00e4tt\u00f6m\u00e4n\u00e4 ilmaisena kokeiluversiona, jonka ilmaisella tasolla on usein rajatut ominaisuudet ja/tai mainoksia. Sen yleistyminen on saanut palve-luntarjoajat sek\u00e4 tutkijat keskittym\u00e4\u00e4n siihen, miksi ilmaiset k\u00e4ytt\u00e4j\u00e4t p\u00e4ivitt\u00e4v\u00e4t tilauksen-sa premium-tasolle ja kuinka s\u00e4ilytt\u00e4\u00e4 premium-tason k\u00e4ytt\u00e4j\u00e4t maksullisella, premium-tasolla. Freemium on k\u00e4sitteen\u00e4 sek\u00e4 siihen liittyv\u00e4 tutkimus ovat varsin uutta. Kuluttajien k\u00e4ytt\u00e4ytymist\u00e4 ja ostoaikeita on kuitenkin tutkittu hyvinkin laajasti, ja tied\u00e4mme, ett\u00e4 esi-merkiksi erinomaisen asiakasarvon tuottamisella on positiivinen vaikutus kuluttajien osto-k\u00e4ytt\u00e4ytymiseen. Nautinnon ja asiakastyytyv\u00e4isyyden v\u00e4lill\u00e4 on my\u00f6s yhteys, mik\u00e4 voi johtaa lopulta ostoaikomukseen. Asiakkaan kokema arvo ja nautinto ovat siis relevantteja tutkimusaiheita freemium-kontekstissa. T\u00e4ss\u00e4 tutkimuksessa k\u00e4ytet\u00e4\u00e4n viitt\u00e4 muuttujaa, jotka ovat yleisyys, sosiaalinen vaikutus, sis\u00e4ll\u00f6n varhainen saatavuus, vain premium-sis\u00e4lt\u00f6 ja mainosten tungettelevuus, mittaamaan asiakkaiden kokemaa hinta-arvoa ja nau-tintoa. Asiakkaiden koettuun hinta-arvoon ja nautintoon vaikuttavat useat tekij\u00e4t ja t\u00e4m\u00e4n tutkimuksen monimutkaisuuden vuoksi ne on rajoitettu n\u00e4ihin viiteen, jotka on valittu so-pimaan t\u00e4m\u00e4n tutkimuksen hedoniseen verkkosis\u00e4lt\u00f6palvelukontekstiin. N\u00e4it\u00e4 suhteita tarkastellaan edelleen asenteen ja tilaustyypin moderoivien vaikutusten kautta.\r\nT\u00e4h\u00e4n tutkimukseen valittiin kvantitatiivinen l\u00e4hestymistapa. Aineisto (N=94) on ke-r\u00e4tty verkkokyselyll\u00e4, joka toteutettiin suomeksi. Tulokset viittaavat siihen, ett\u00e4 koettu hin-ta-arvo vaikutti voimakkaasti aikomukseen ostaa tai pit\u00e4\u00e4 voimassa premium-tilaus. Tu-lokset osoittavat my\u00f6s, ett\u00e4 pelk\u00e4st\u00e4\u00e4n premium-tasolla saatavilla oleva sis\u00e4lt\u00f6 vaikuttaa positiivisesti koettuun hinta-arvoon. Lis\u00e4ksi k\u00e4yt\u00f6n m\u00e4\u00e4r\u00e4n ja ostoaikeen v\u00e4lill\u00e4 on positii-vinen suhde.\r\nT\u00e4m\u00e4 tutkimus lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 k\u00e4ytt\u00e4jien aikeista ostaa ja pit\u00e4\u00e4 voimassa maksul-linen tilaus freemium-pohjaisissa verkkosis\u00e4lt\u00f6palveluissa kuvailemalla n\u00e4iden palvelujen luonnetta ja niihin liittyvi\u00e4 ainutlaatuisia ominaisuuksia. Tutkimus tarkastelee aihetta use-an kuluttajak\u00e4ytt\u00e4ytymisess\u00e4 k\u00e4ytetyn teorian avulla mukauttaakseen n\u00e4it\u00e4 teorioita free-mium-kontekstiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The internet has become increasingly important for companies with some operating sole-ly on the internet and Freemium has become a popular way to attract new users to these online services. Freemium acts as an indefinite free trial of the service, where the free level is often limited in functionality and/or there is a presence of advertisements. The emergence of freemium has shifted service providers\u2019 and researchers focus on how to get free users to upgrade their subscription to premium, and how to retain premium users at the paid level. Moreover, freemium as a concept, and thus freemium research are quite new. However, consumer behavior and purchase intention are extensively studied, and we know that for example delivering excellent customer value has a positive effect on consumers purchase behavior. There is also a link between enjoyment and customer satis-faction, which ultimately leads to purchase intention. Thus, customer value and enjoy-ment are worthwhile research topics in freemium context. This study employs five moti-vational drivers preceding price value and enjoyment, which are ubiquity, social influ-ence, early access to content, premium only content, and intrusiveness of ads. Perceived price value and enjoyment are affected by various factors and in the sake of the complexi-ty of this study they have been limited to these five, which are chosen to fit in the hedonic online content service context of this study. These relationships are further examined through moderating effects of attitude and subscription type.\r\nThis study was conducted using quantitative methods. The data (N=94) was gath-ered through an online survey which was administered in Finnish. The results suggest that perceived price value had a strong effect on the intention to purchase or retain a premium subscription. The findings also indicate that premium only content positively affects perceived price value. Furthermore, a positive relationship exists between amount of usage and purchase intention.\r\nThis study enhances the understanding of upgrade and retain intentions in freemi-um based online content services by describing the nature of these services and the unique aspects associated with them. It also builds on the theory of integrated value per-formance, consumption value theory, and means-to-end chain to adapt these theories to freemium context.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-04-29T11:58:49Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-04-29T11:58:49Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "60", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Value or necessity: Why consumers choose the premium in freemium", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202404293201", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities/facilities#autotoc-item-autotoc-2).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat#autotoc-item-autotoc-2.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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