Refine
Has Fulltext
- yes (2)
Year of publication
- 2019 (2) (remove)
Document Type
- Bachelor Thesis (1)
- Master's Thesis (1)
Language
- English (2) (remove)
Is part of the Bibliography
- yes (2)
Keywords
- Consumer Behavior (2) (remove)
This research paper fills in the gap on the effectiveness of freemium business models by investigating the impact on consumer behavior resulting from the use of a mobile game for a limited period of time. It investigates if the endowment effect can explain the potency of freemium models in application software. This research study is based on experimental design, followed by a survey of hypothetical nature that tests the willingness to pay, enjoyment factor and the Net Promoter Score of two groups of participants: an endowed group and a non-endowed group. Contrary to the initial hypotheses, the results show that the participants endowed with a Feature-Limited-Freemium digital good have a lower Willingness to Pay, a lower enjoyment factor and lower Net Promoter Score compared to the non-endowed group. These findings imply the non-existence of the endowment effect with digital applications. The results underpin the assumption that Time-Limited-Freemium models are more profitable than the Feature-Limited-Freemium models. In addition, the study suggests the development of artificial lock-in mechanisms to enforce loss aversion for freemium software applications in order to increase profitability. The results of the research paper are limited by the fact that the experiments were conducted in artificial conditions and, therefore, the participants might not exhibit the same behavior in life scenarios. Since there are no similar studies, the present research can constitute a benchmark for further considerations.
The following thesis has been written with the aim of identifying if virtual
reality could potentially have an impact on consumer behavior in tourism.
Answering this question could have an impact on the application of the
technology as a marketing tool. Due to the fact that there is limited
knowledge available on this topic so far, the research is considered to be
exploratory. To gain first insights into the reactions of consumers when
being exposed to the technology, their reactions were evaluated using a
qualitative approach.
This thesis is consisting of four parts. Firstly, the relevance of the topic will
be discussed. The following, theoretical part is dealing with tourism,
consumer behavior and virtual reality technology. Thereafter the empirical
part is establishing hypotheses in a first stage to later rank and evaluate
these hypotheses further. To conclude the thesis, the paper will be
presenting conclusions and a future outlook.
After the lecture of the thesis you will learn what potential implications the
usage of virtual reality technology can have when being used as a
marketing tool in tourism. This knowledge of potential implications can lay
the foundation for further research and shows the predominant
considerations that should be made when dealing with the topic of virtual
reality in tourism marketing.