• ISSN: 2148-2225 (online)

alphanumeric journal

alphanumeric journal

The Journal of Operations Research, Statistics, Econometrics and Management Information Systems

Determining how application type moderates Gen Z consumers' intentions to switch to paid mobile services: A study of the Push-Pull-Mooring Framework

Selen Öztürk, Ph.D.


Abstract

This study investigates factors influencing Z generation consumers' willingness to pay when switching from free to paid applications (apps). These factors include personal characteristics, product characteristics and availability, and perceived performances of the service providers. The study employs an exploratory approach to assess a structural model that organizes these variables within the framework of a push-pull-mooring (PPM) framework. In this empirical study, the SmartPLS was used for the purpose of model testing and moderator analysis. The survey results, which included 239 respondents, identified _price value of premium apps, dissatisfaction with free apps, perceived performance risk of free apps, price-quality inference, positive reputation of apps,_ and _free mentality_ as the factors most influencing consumers’ switching intention. A comparison of hedonic (pleasure-oriented) and utilitarian (productivity-oriented) apps showed significant differences in switching intentions, influenced by security and privacy related concerns. The study identified two factors that were found to differ between groups in terms of their impact on the intention to transition to paid apps: _perceived security risks associated with free apps and consumers' privacy concerns_. The study's original contribution lies in its formulation of a comparative model and subsequent findings, which address salient aspects that mobile apps developers should consider when formulating their pricing strategies.

Keywords: Freemium, Hedonic, Mobile applications, Moderation, Multi-group analysis, PLS-SEM, Premium, Switching intention, Utilitarian

Jel Classification: M30, M31, M39

Suggested citation

Öztürk, S. (). Determining how application type moderates Gen Z consumers' intentions to switch to paid mobile services: A study of the Push-Pull-Mooring Framework. Alphanumeric Journal, 13(2), 99-136. https://doi.org/10.17093/alphanumeric.1814645

bibtex

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
  • Aprianingsih, A., Nusantara, B. D., Maharatie, A. P., & Widyasthana, G. S. (2024). Factors Influencing Indonesian Mobile Gamers on Repurchase Intention in Freemium Mobile Game With Perval. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.10.2.351
  • Ashilah, F. D., Efendi, N. H., Havara, Y. F., Handayani, P. W., & Harahap, N. C. (2025). An Analysis of Factors Impacting Users' Choice of Freemium or Premium Services in a Mobile-Assisted Language Learning App. Electronic Journal of E-Learning, 23(1), 66–80. https://doi.org/10.34190/ejel.23.1.3894
  • Bansal, H. S. (2005). ``Migrating'' to New Service Providers: Toward a Unifying Framework of Consumers' Switching Behaviors. Journal of the Academy of Marketing Science, 33(1), 96–115. https://doi.org/10.1177/0092070304267928
  • Biraglia, A., Bowen, K. T., Gerrath, M. H., & Musarra, G. (2022). How need for closure and deal proneness shape consumers' freemium versus premium price choices. Journal of Business Research, 143, 157–170. https://doi.org/10.1016/j.jbusres.2022.01.064
  • Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online Behavioral Advertising: A Literature Review and Research Agenda. Journal of Advertising, 46(3), 363–376. https://doi.org/10.1080/00913367.2017.1339368
  • Bogue, D. J. (1969). Principles of demography. Wiley.
  • Bogue, D. J. (1977). A Migrant's-Eye View of the Costs and Benefits of Migration to a Metropolis11The study on which this article is based was financed by a grant from the Ford Foundation for research on ``Problems of Living in the Metropolis.''. In Internal Migration (pp. 167–182). Elsevier. https://doi.org/10.1016/b978-0-12-137350-4.50016-0
  • Brüggemann, P., & Lehmann-Zschunke, N. (2023). How to reduce termination on freemium platforms–literature review and empirical analysis. Journal of Marketing Analytics, 11(4), 707–721. https://doi.org/10.1057/s41270-023-00212-y
  • Buildfire. (2024, December). Mobile App Download Statistics & Usage Statistics. https://buildfire.com/app-statistics/
  • Cao, C., Zheng, M., Huang, S., & Shao, X. (2025). How do subscription-based products hook users? SaaS user satisfaction and~continued purchasing from information ecology perspective. Industrial Management & Data Systems, 1–41. https://doi.org/10.1108/imds-05-2024-0436
  • Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189–197. https://doi.org/10.1016/j.jretconser.2016.06.014
  • Chang, H. H., Wong, K. H., & Li, S. Y. (2017). Applying push-pull-mooring to investigate channel switching behaviors: M-shopping self-efficacy and switching costs as moderators. Electronic Commerce Research and Applications, 24, 50–67. https://doi.org/10.1016/j.elerap.2017.06.002
  • Chang, I.-C., Liu, C.-C., & Chen, K. (2014). The push, pull and mooring effects in virtual migration for social networking sites. Information Systems Journal, 24(4), 323–346. https://doi.org/10.1111/isj.12030
  • Chen, J. V., Ha, Q. A., Widjaja, A. E., & Lien, N. T. (2023). To switch or not to switch Investigating users' switching behaviours of fitness wearable devices. International Journal of Mobile Communications, 21(1), 95. https://doi.org/10.1504/ijmc.2023.127385
  • Chi, M., Wang, J., Luo, X., & Li, H. (2021). Why travelers switch to the sharing accommodation platforms? A push-pull-mooring framework. International Journal of Contemporary Hospitality Management, 33(12), 4286–4310. https://doi.org/10.1108/ijchm-02-2021-0253
  • Cosmo, L. M. de, Piper, L., & Di Vittorio, A. (2021). The role of attitude toward chatbots and privacy concern on the relationship between attitude toward mobile advertising and behavioral intent to use chatbots. Italian Journal of Marketing, 2021(1–2), 83–102. https://doi.org/10.1007/s43039-021-00020-1
  • Dinsmore, J. B., Swani, K., & Dugan, R. G. (2017). To ``Free'' or Not to ``Free'': Trait Predictors of Mobile App Purchasing Tendencies. Psychology & Marketing, 34(2), 227–244. https://doi.org/10.1002/mar.20985
  • Dou, W. (2004). Will Internet Users Pay for Online Content?. Journal of Advertising Research, 44(4), 349–359. https://doi.org/10.1017/s0021849904040358
  • Egelman, S., Felt, A. P., & Wagner, D. (2013). Choice Architecture and Smartphone Privacy: There's a Price for That. In The Economics of Information Security and Privacy (pp. 211–236). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-39498-0_10
  • Fan, L., Zhang, X., Rai, L., & Du, Y. (2021). Mobile Payment: The Next Frontier of Payment Systems? - An Empirical Study Based on Push-Pull-Mooring Framework. Journal of Theoretical and Applied Electronic Commerce Research, 16(2), 164–178. https://doi.org/10.4067/s0718-18762021000200111
  • Fernandes, T., Joã, N., & Guerra, O. (2019). Drivers and deterrents of music streaming services purchase intention. International Journal of Electronic Business, 15(1), 21. https://doi.org/10.1504/ijeb.2019.099061
  • Forbes. (2022, January). Understanding The Differences In Mobile App Use Across Generations. https://www.forbes.com/councils/forbestechcouncil/2022/01/12/understanding-the-differences-in-mobile-app-use-across-generations/
  • Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867–875. https://doi.org/10.1016/s0148-2963(01)00273-9
  • GSMA. (2025). The Mobile Economy 2025. https://www.gsma.com/solutions-and-impact/connectivity-for-good/mobile-economy/
  • Gu, J., Wang, X., & Lu, T. (2020). I like my app but I wanna try yours: exploring user switching from a learning perspective. Internet Research, 30(2), 611–630. https://doi.org/10.1108/intr-07-2018-0310
  • Guo, M. (2022). The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription. International Journal on Media Management, 24(2), 65–86. https://doi.org/10.1080/14241277.2022.2089991
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ebr-11-2018-0203
  • Hamari, J., Hanner, N., & Koivisto, J. (2020). ``Why pay premium in freemium services?'' A study on perceived value, continued use and purchase intentions in free-to-play games. International Journal of Information Management, 51, 102040. https://doi.org/10.1016/j.ijinfomgt.2019.102040
  • Harris, M. A., Brookshire, R., & Chin, A. G. (2016). Identifying factors influencing consumers' intent to install mobile applications. International Journal of Information Management, 36(3), 441–450. https://doi.org/10.1016/j.ijinfomgt.2016.02.004
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405–431. https://doi.org/10.1108/imr-09-2014-0304
  • Hsu, C.-L., & Chen, M.-C. (2018). How does gamification improve user experience? An empirical investigation on the antecedences and consequences of user experience and its mediating role. Technological Forecasting and Social Change, 132, 118–129. https://doi.org/10.1016/j.techfore.2018.01.023
  • Hsu, C.-L., & Lin, J. C.-C. (2015). What drives purchase intention for paid mobile apps? – An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46–57. https://doi.org/10.1016/j.elerap.2014.11.003
  • Hsu, C.-L., & Lin, J. C.-C. (2016). Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention. Technological Forecasting and Social Change, 108, 42–53. https://doi.org/10.1016/j.techfore.2016.04.012
  • Hsu, P.-F., & Tsai, W.-C. (2017). From Free to Pay: A Three-Stage Freemium Strategy. ICIS 2017 Proceedings, 20.
  • Hsu, P.-F., Yen, H.-R. R., Hu, P. J.-H., & Nguyen, T. K. (2024). Converting free users to paying customers in freemium services: a SaaS success model. Information Systems and E-Business Management, 23(2), 355–390. https://doi.org/10.1007/s10257-024-00690-2
  • Hüttel, B. A., Schumann, J. H., Mende, M., Scott, M. L., & Wagner, C. J. (2018). How Consumers Assess Free E-Services: The Role of Benefit-Inflation and Cost-Deflation Effects. Journal of Service Research, 21(3), 267–283. https://doi.org/10.1177/1094670517746779
  • Kang, J.-W., & Namkung, Y. (2019). The role of personalization on continuance intention in food service mobile apps: A privacy calculus perspective. International Journal of Contemporary Hospitality Management, 31(2), 734–752. https://doi.org/10.1108/ijchm-12-2017-0783
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
  • Kim, H.-W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228–234. https://doi.org/10.1016/j.im.2011.05.004
  • Kim, H.-Y., Lee, J. Y., Mun, J. M., & Johnson, K. K. P. (2017). Consumer adoption of smart in-store technology: assessing the predictive value of attitude versus beliefs in the technology acceptance model. International Journal of Fashion Design, Technology and Education, 10(1), 26–36. https://doi.org/10.1080/17543266.2016.1177737
  • Kleijnen, M., Ruyter, K. de, & Wetzels, M. (2007). An assessment of value creation in mobile service delivery and the moderating role of time consciousness. Journal of Retailing, 83(1), 33–46. https://doi.org/10.1016/j.jretai.2006.10.004
  • Kock, N. (2015). One-Tailed or Two-Tailed P Values in PLS-SEM?. International Journal of E-Collaboration, 11(2), 1–7. https://doi.org/10.4018/ijec.2015040101
  • Krämer, A., & Kalka, R. (2016). How Digital Disruption Changes Pricing Strategies and Price Models. In Phantom Ex Machina (pp. 87–103). Springer International Publishing. https://doi.org/10.1007/978-3-319-44468-0_6
  • Krishnan, G., & Raghuram, J. N. V. (2024). Exploring factors and contextual applications of the Push-Pull Mooring (PPM) framework in switching intention: A systematic literature review. Multidisciplinary Reviews, 7(1), 2024003. https://doi.org/10.31893/multirev.2024003
  • Kuo, R.-Z. (2020). Why do people switch mobile payment service platforms? An empirical study in Taiwan. Technology in Society, 62, 101312. https://doi.org/10.1016/j.techsoc.2020.101312
  • Lambrecht, A., & Skiera, B. (2006). Paying Too Much and Being Happy about It: Existence, Causes, and Consequences of Tariff-Choice Biases. Journal of Marketing Research, 43(2), 212–223. https://doi.org/10.1509/jmkr.43.2.212
  • Liao, J., Li, M., Wei, H., & Tong, Z. (2021). Antecedents of smartphone brand switching: a push–pull–mooring framework. Asia Pacific Journal of Marketing and Logistics, 33(7), 1596–1614. https://doi.org/10.1108/apjml-06-2020-0397
  • Lin, K.-Y., Wang, Y.-T., & Huang, T. K. (2020). Exploring the antecedents of mobile payment service usage: Perspectives based on cost–benefit theory, perceived value, and social influences. Online Information Review, 44(1), 299–318. https://doi.org/10.1108/oir-05-2018-0175
  • Lin, T. C., Hsu, J. S. C., & Chen, H. C. (2013). Customer willingness to pay for online music: The role of free mentality. Journal of Electronic Commerce Research, 14(4), 315–333.
  • Liu, Z., (Chris) Zhao, Y., Chen, S., Song, S., Hansen, P., & Zhu, Q. (2021). Exploring askers' switching from free to paid social Q&A services: A perspective on the push-pull-mooring framework. Information Processing & Management, 58(1), 102396. https://doi.org/10.1016/j.ipm.2020.102396
  • Mahmoodi, J., Čurdová, J., Henking, C., Kunz, M., Matić, K., Mohr, P., & Vovko, M. (2018). Internet Users' Valuation of Enhanced Data Protection on Social Media: Which Aspects of Privacy Are Worth the Most?. Frontiers in Psychology, 9. https://doi.org/10.3389/fpsyg.2018.01516
  • Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model. Information Systems Research, 15(4), 336–355. https://doi.org/10.1287/isre.1040.0032
  • Mani, Z., & Chouk, I. (2017). Drivers of consumers' resistance to smart products. Journal of Marketing Management, 33(1–2), 76–97. https://doi.org/10.1080/0267257x.2016.1245212
  • Mani, Z., & Chouk, I. (2018). Consumer Resistance to Innovation in Services: Challenges and Barriers in the Internet of Things Era. Journal of Product Innovation Management, 35(5), 780–807. https://doi.org/10.1111/jpim.12463
  • Mäntymäki, M., Islam, A. N., & Benbasat, I. (2020). What drives subscribing to premium in freemium services? A consumer value-based view of differences between upgrading to and staying with premium. Information Systems Journal, 30(2), 295–333. https://doi.org/10.1111/isj.12262
  • Martins, J., & Rodrigues, R. (2024). Motivations in the adoption and conversion of freemium services: insights for digital entrepreneurship. Review of Managerial Science, 19(7), 2127–2148. https://doi.org/10.1007/s11846-024-00754-0
  • Marx, T. (2025). The push-pull-mooring model of consumer service switching: a~meta-analytical review to guide future research. Journal of Service Theory and Practice, 35(7), 1–29. https://doi.org/10.1108/jstp-06-2024-0201
  • Mohd-Any, A. A., Sarker, M., & Hui, F. L. Z. (2024). Understanding users' switching intention of cloud storage services: A push-pull-mooring framework. Journal of Consumer Behaviour, 23(2), 748–768. https://doi.org/10.1002/cb.2239
  • Moon, B. (1995). Paradigms in migration research: exploring ``moorings'' as a schema. Progress in Human Geography, 19(4), 504–524. https://doi.org/10.1177/030913259501900404
  • Nandi, S., Nandi, M. L., & Khandker, V. (2021). Impact of perceived interactivity and perceived value on mobile app stickiness: an emerging economy perspective. Journal of Consumer Marketing, 38(6), 721–737. https://doi.org/10.1108/jcm-02-2020-3661
  • Niemand, T., Mai, R., & Kraus, S. (2019). The zero-price effect in freemium business models: The moderating effects of free mentality and price–quality inference. Psychology & Marketing, 36(8), 773–790. https://doi.org/10.1002/mar.21211
  • Niemand, T., Tischer, S., Fritzsche, T., & Kraus, S. (2015, ). The freemium effect: Why consumers perceive more value with free than with premium offers. Proceedings of the International Conference on Information Systems (ICIS 2015).
  • Norberg, P. A., Horne, D. R., & Horne, D. A. (2007). The Privacy Paradox: Personal Information Disclosure Intentions versus Behaviors. Journal of Consumer Affairs, 41(1), 100–126. https://doi.org/10.1111/j.1745-6606.2006.00070.x
  • Nugroho, A., & Wang, W.-T. (2023). Consumer switching behavior to an augmented reality (AR) beauty product application: Push-pull mooring theory framework. Computers in Human Behavior, 142, 107646. https://doi.org/10.1016/j.chb.2022.107646
  • O'Brien, D. (2022). Free lunch for all? – A path analysis on free mentality, paying intent and media budget for digital journalism. Journal of Media Economics, 34(1), 29–61. https://doi.org/10.1080/08997764.2022.2060241
  • Okazaki, S., & Mendez, F. (2013). Perceived Ubiquity in Mobile Services. Journal of Interactive Marketing, 27(2), 98–111. https://doi.org/10.1016/j.intmar.2012.10.001
  • Oquendo, M. A., Baca-García, E., Graver, R., Morales, M., Montalvan, V., & Mann, J. J. (2001). Spanish adaptation of the Barratt Impulsiveness Scale (BIS-11). European Journal of Psychiatry, 15(3), 147–155.
  • Öztürk, S. (2025). Innovative Marketing Approaches in the Digital Era–The Transformation of Businesses and Marketing Mix Strategies. In Multidisciplinary Approaches to Contemporary Marketing (pp. 3–44). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-78026-4_1
  • Pauwels, K., & Weiss, A. (2008). Moving from Free to Fee: How Online Firms Market to Change Their Business Model Successfully. Journal of Marketing, 72(3), 14–31. https://doi.org/10.1509/jmkg.72.3.014
  • Phan Trong, N., & Vo Thi Ngoc, T. (2024). Freemium Users' Push-Pull Motivation and Willingness to Pay for Conversion Intent from Free to Premium. Journal of Distribution Science, 22(11), 27–38. https://doi.org/10.15722/JDS.22.11.202411.27
  • Podsakoff, P. M., Podsakoff, N. P., Williams, L. J., Huang, C., & Yang, J. (2024). Common Method Bias: It's Bad, It's Complex, It's Widespread, and It's Not Easy to Fix. Annual Review of Organizational Psychology and Organizational Behavior, 11(1), 17–61. https://doi.org/10.1146/annurev-orgpsych-110721-040030
  • Ribeiro, M. A., Seyfi, S., Elhoushy, S., Woosnam, K. M., & Patwardhan, V. (2023). Determinants of generation Z pro-environmental travel behaviour: the moderating role of green consumption values. Journal of Sustainable Tourism, 33(6), 1079–1099. https://doi.org/10.1080/09669582.2023.2230389
  • Ross, N. (2018). Customer retention in freemium applications. Journal of Marketing Analytics, 6(4), 127–137. https://doi.org/10.1057/s41270-018-0042-x
  • Runge, J., Levav, J., & Nair, H. S. (2022). Price promotions and ``freemium'' app monetization. Quantitative Marketing and Economics, 20(2), 101–139. https://doi.org/10.1007/s11129-022-09248-3
  • Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2009). Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction. Journal of Retailing and Consumer Services, 16(6), 425–433. https://doi.org/10.1016/j.jretconser.2009.06.003
  • Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640
  • Seifert, R., Denk, J., Clement, M., Kandziora, M., & Meyn, J. (2024). Conversion in Music Streaming Services. Journal of Interactive Marketing, 59(2), 201–219. https://doi.org/10.1177/10949968231186950
  • Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8
  • Singh, H., & Kathuria, A. (2023). Heterogeneity in passenger satisfaction of bus rapid transit system among age and gender groups: A PLS-SEM Multi-group analysis. Transport Policy, 141, 27–41. https://doi.org/10.1016/j.tranpol.2023.07.009
  • Statista. (2025a, February). Most popular app categories worldwide in 2024, by downloads. https://www.statista.com/statistics/1497133/top-global-app-categories-by-download/
  • Statista. (2025b, May). Mobile app usage - statistics & facts. https://www.statista.com/topics/1002/mobile-app-usage/?srsltid=AfmBOor14hJP7ZlFQhv0i5W6CzSMZv5_o94wh7U3B2gHpi220F7FWV7Z#topicOverview
  • Stone, R. N., & Gr̸r̸nhaug, K. (1993). Perceived Risk: Further Considerations for the Marketing Discipline. European Journal of Marketing, 27(3), 39–50. https://doi.org/10.1108/03090569310026637
  • Sun, Y., Liu, D., Chen, S., Wu, X., Shen, X.-L., & Zhang, X. (2017). Understanding users' switching behavior of mobile instant messaging applications: An empirical study from the perspective of push-pull-mooring framework. Computers in Human Behavior, 75, 727–738. https://doi.org/10.1016/j.chb.2017.06.014
  • Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/s0022-4359(01)00041-0
  • Thi Nguyet Trang, T., Chien Thang, P., Thi Truong Nguyen, G., & Thi Minh Nguyen, H. (2025). Factors driving Gen Z's news engagement on TikTok: A hybrid analysis through CB-SEM and PLS-SEM. Computers in Human Behavior Reports, 18, 100645. https://doi.org/10.1016/j.chbr.2025.100645
  • Trivedi, J., Kasilingam, D., Arora, P., & Soni, S. (2022). The effect of augmented reality in mobile applications on consumers' online impulse purchase intention: The mediating role of perceived value. Journal of Consumer Behaviour, 21(4), 896–908. https://doi.org/10.1002/cb.2047
  • Tsai, J. Y., Egelman, S., Cranor, L., & Acquisti, A. (2011). The Effect of Online Privacy Information on Purchasing Behavior: An Experimental Study. Information Systems Research, 22(2), 254–268. https://doi.org/10.1287/isre.1090.0260
  • Tsai, L. L. (2023). A deeper understanding of switching intention and the perceptions of non-subscribers. Information Technology & People, 36(2), 785–807. https://doi.org/10.1108/itp-04-2021-0255
  • Turkay, P. B., Kose, S. G., & Kircova, I. (2020). Would you like to be a premium customer a research on the factors related to the intention to pay for a premium music service. Pressacademia, 7(1), 42–52. https://doi.org/10.17261/Pressacademia.2020.1196
  • Tyrväinen, O., & Karjaluoto, H. (2024). Willingness to pay for freemium services: Addressing the differences between monetization strategies. International Journal of Information Management, 77, 102787. https://doi.org/10.1016/j.ijinfomgt.2024.102787
  • Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), 310–320. https://doi.org/10.1509/jmkr.40.3.310.19238
  • Wagner, T. M., & Hess, T. (2013, ). What drives users to pay for freemium services? Examining people's willingness to pay for music services. Proceedings of the 19th Americas Conference of Information Systems (AMCIS 2013).
  • Wagner, T. M., Benlian, A., & Hess, T. (2014). Converting freemium customers from free to premium–the role of the perceived premium fit in the case of music as a service. Electronic Markets, 24(4), 259–268. https://doi.org/10.1007/s12525-014-0168-4
  • Wang, C., Teo, T. S., & Liu, L. (2020). Perceived value and continuance intention in mobile government service in China. Telematics and Informatics, 48, 101348. https://doi.org/10.1016/j.tele.2020.101348
  • Wang, L., Luo, X., Yang, X., & Qiao, Z. (2019). Easy come or easy go? Empirical evidence on switching behaviors in mobile payment applications. Information & Management, 56(7), 103150. https://doi.org/10.1016/j.im.2019.02.005
  • Wang, Y.-Y., Lin, H.-H., Wang, Y.-S., Shih, Y.-W., & Wang, S.-T. (2018). What drives users' intentions to purchase a GPS Navigation app: The moderating role of perceived availability of free substitutes. Internet Research, 28(1), 251–274. https://doi.org/10.1108/intr-11-2016-0348
  • Wu, T., Jiang, N., & Chen, M. (2025). The role of cognitive factors in consumers' perceived value and subscription intention of video streaming platforms. Acta Psychologica, 254, 104758. https://doi.org/10.1016/j.actpsy.2025.104758
  • Xu, Y., Yang, Y., Cheng, Z., & Lim, J. (2014). Retaining and attracting users in social networking services: An empirical investigation of cyber migration. The Journal of Strategic Information Systems, 23(3), 239–253. https://doi.org/10.1016/j.jsis.2014.03.002
  • Yan, J., & Wakefield, R. (2018). The freemium (two-tiered) model for individual cloud services: Factors bridging the freetier and the paying tier. Journal of Information Technology Management, 29(1), 47–61.
  • Yang, M., Jiang, J., Kiang, M., & Yuan, F. (2022). Re-Examining the Impact of Multidimensional Trust on Patients' Online Medical Consultation Service Continuance Decision. Information Systems Frontiers, 24(3), 983–1007. https://doi.org/10.1007/s10796-021-10117-9
  • Yang, X. (2024). Mobile learning application characteristics and learners' continuance intentions: The role of flow experience. Education and Information Technologies, 29(2), 2259–2275. https://doi.org/10.1007/s10639-023-11910-6
  • Ye, C., & Potter, R. (2011). The Role of Habit in Post-Adoption Switching of Personal Information Technologies: An Empirical Investigation. Communications of the Association for Information Systems, 28. https://doi.org/10.17705/1cais.02835
  • Yoon, C., & Lim, D. (2021). Customers' Intentions to Switch to Internet-Only Banks: Perspective of the Push-Pull-Mooring Model. Sustainability, 13(14), 8062. https://doi.org/10.3390/su13148062
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302

Volume 13, Issue 2, 2025

2025.13.02.STAT.01

alphanumeric journal

Volume 13, Issue 2, 2025

Pages 99-136

Received: Oct. 31, 2025

Accepted: Dec. 24, 2025

Published: Dec. 31, 2025

Full Text [1.8 MB]

2025 Öztürk, S.

This is an Open Access article, licensed under Creative Commons Attribution-NonCommercial 4.0 International License.

Creative Commons Attribution licence

scan QR code to access this article from your mobile device

Contact Us

Faculty of Transportation and Logistics, Istanbul University
Beyazit Campus 34452 Fatih/Istanbul/Türkiye

Bahadır Fatih Yıldırım, Ph.D.
editor@alphanumericjournal.com
+ 90 (212) 440 00 00 - 13219

alphanumeric journal

alphanumeric journal has been publishing as "International Peer-Reviewed Journal" every six months since 2013. alphanumeric serves as a vehicle for researchers and practitioners in the field of quantitative methods, and is enabling a process of sharing in all fields related to the operations research, statistics, econometrics and management informations systems in order to enhance the quality on a globe scale.