| Free trial can provide users with a direct product experience before purchasing,thereby helping users evaluate product quality and having an important impact on their purchase behavior.The free trial strategy is widely used in different industries,such as retail goods and information software.With the advent of digital content,free trial have taken on a new form,i.e.,Preview.For paid knowledge sharing platforms,preview has different characteristics from traditional free trial.First of all,video knowledge products have larger difference,and the effect of preview may be more complicated.Second,the content of preview is more abundant..However,there is few research on how previews affect user purchase behavior.To cast light on this issue,this paper explore the mechanism of previews on user purchase behavior.We analyze the impact of previews from external and internal perspectives based on cue utilization theory.Specifically,this paper conducts an empirical study based on 20,920 data collected from the video paid knowledge sharing platform.The results show that there are significant differences in the impact of preview on different knowledge products.For knowledge products with low price or short duration,preview has a more positive impact on user purchase.However,if the information asymmetry between the user and the product is low,the preview will be less effective.In addition,this paper further analyzes the specific impact of internal cues in previews.The results show that when the lecturer’s facial expression is neutral,it has a positive effect on users’ purchase behavior.But the speech rate has no significant effect.And if the lecturer uses more objective expression and less subjective pronouns,it will promote users to purchase.Number of interrogative sentences also has positive effect on user purchase behavior.The empirical results can enrich the literature on preview and provide guidance for the use and design of preview on paid knowledge sharing platforms. |
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