An Empirical Study On The Influencing Factors Of B2B User Payment In The Freemium Model

With the development of business,the application of free value-added mode is becoming more and more common.The mainstream games and most applications on the market have adopted the free Freemium model.Some companies rely on the free Freemium model to achieve leapfrog development,such as Tencent.However,for most companies,the low value-added conversion rate of the Freemium model has always been a problem that puzzles the development of enterprises.How to identify the factors that affect the user's payment conversion and increase the user's payment conversion rate is an urgent problem to be solved.Although the freemium model has been discussed in some studies,there is a lack of attention to the specific process of paid conversion.Meanwhile,the existing researches of scholars focus on the B2 C scenario and ignore the paid conversion in the B2 B scenario.This paper reviews the development of freemium model and analyzes the achievements and shortcomings of the existing research.Based on the CUSAMS theory and the TOE framework,This paper uses the method of theoretical research to identify the obvious correlation between the trial characteristics of the organization users and the trial results,and also affected by the characteristics of the organization,thus establishing a brief theoretical model to conduct a preliminary analysis of the factors affecting user payment;Then,based on the theory of CUSAMS and Reciprocity principle,this paper analyzes how the trial characteristics of organization users and the characteristics of organization affect the trial results,and gives the research hypothesis;Finally,through the empirical analysis of the backend data of Sai Cheng's educational administration management system,the research hypothesis is verified,and the results show that whether the value-added function is tried,the length of the trial,the strength of the trial affect the payment conversion results of organization users under the adjustment of organization size.The results show that whether the value-added function is tried,the length of the trial,the strength of the trial is positively related to whether it is purchased and the amount of payment,thus verifying the positive impact of the relationship length and depth on customer value in the CUSAMS theory.This research reveals the moderating effect of organization size on the relationship between whether the value-added function is tried,the length of the trial,the strength of the trial and whether it is purchased and the amount of payment.And it verifies that the organization size will affect the organization tendency to adopt technological innovation from the perspective of organizational factors in the TOE framework.The company in this article should identify and classify the relevant characteristics of the existing customer base,and should pay more attention to organization users who have tried value-added functions,have a longer trial duration,greater trial intensity,and smaller scale.