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How do users cope with trial restrictions? A field experiment on free trial software

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  • Yang, Xue
  • Liu, Na
  • Teo, Hock Hai

Abstract

Software vendors often provide free downloads of free trial versions of software but normally with some restrictions attached (e.g., time and/or functionality restrictions). The question arises as to what extent the restrictions could influence a user’s propensity to procure the full version. This study seeks to answer this question through two important theoretical backbones: expectation-disconfirmation and coping. Based on these two theories, we built a research model of a user’s coping reactions toward software trial restrictions. A field experiment was conducted to verify the hypotheses. Results show that negative disconfirmation on time/functionality restriction positively influenced the adoption of rational thinking strategy, which in turn positively influence the level of action coping. As a result, the degree to which rational thinking and action coping strategy were exploited positively influenced a user’s willingness to pay for the full-version software. Theoretical and practical implications of the findings are discussed.

Suggested Citation

  • Yang, Xue & Liu, Na & Teo, Hock Hai, 2017. "How do users cope with trial restrictions? A field experiment on free trial software," International Journal of Information Management, Elsevier, vol. 37(4), pages 339-349.
    • Handle: RePEc:eee:ininma:v:37:y:2017:i:4:p:339-349
    DOI: 10.1016/j.ijinfomgt.2017.03.007
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