| Internet brings much convenience to consumers, at the same time, some risk of uncertainty has produced. In order to reducing consumers’perceived risk, shops try all kinds of Internet marketing techniques. Among them, online free trial is an emerging important form. The paper studied the impact of online free trial on the recommended product of the activity page, analyzed the influence of the activity, trial product and duration of activity trailer. The study also introduced the relationship between trial product and recommended product as a moderator. The second-hand data study used came from Taobao trial center. The study found that, online trial activity did have positive impact on sales of recommended product. In terms of trial product, its price hadn’t show any significance, but trial quantity and its sales did. The quantity of trial applicants and the duration of activity trailer both performed positive impact on recommended product’s sales. What’s more, after confirmed the interaction of products’ relationship and trial activity, this study found that complimentary relation could strengthen the impact, in contrast, substitute relation could weaken it. |
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