Can Service Quality Explain Why Users Switch from Free to Premium Services? The Moderating Role of Free Mentality | ||||
| المجلة الدولية للعلوم الإدارية والاقتصادية والمالية | ||||
| Volume 3, Issue 10, July 2024, Page 33-76 PDF (1.3 MB) | ||||
| Document Type: المقالات العلمية. | ||||
| DOI: 10.21608/ijaefs.2024.314069.1031 | ||||
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| Authors | ||||
| ياسمين محمد سعيد المليح* 1; ثروت صبرى العزب عبد الجواد* 2 | ||||
| 1كلية التجارة جامعة المنوفية | ||||
| 2مدرس ادارة أعمال بالمعهد العالى للفنادق والسياحة والحاسب الالى بالاسكندرية | ||||
| Abstract | ||||
| The current study mainly aims to identify the role of free mentality as a moderator variable in the relationship between service quality and intentions to switch from free to premium services.The study relied on the analytical descriptive approach, using a questionnaire directed to a sample of (290) academic researchers in public and private universities in Egypt. The results showed that there is a direct positive significant effect of service quality and its dimensions (Assurance, Reliability, responsiveness) on purchase intentions. It also showed that there is a direct negative significant effect of free mentality on purchase intentions, Finally, Results was shown that free mentality moderates the positive effect of service quality and its dimensions (Assurance, Reliability) on purchase intentions.The study relied on the analytical descriptive approach, using a questionnaire directed to a sample of (290) academic researchers in public and private universities in Egypt. The results showed that there is a direct positive significant effect of service quality and its dimensions (Assurance, Reliability, responsiveness) on purchase intentions. It also showed that there is a direct negative significant effect of free mentality on purchase intentions, Finally, Results was shown that free mentality moderates the positive effect of service quality and its dimensions (Assurance, Reliability) on purchase intentions. | ||||
| Keywords | ||||
| Switching from Free to Premium Services Freemium Model; Purchase Intentions; Service Quality - Free Mentality | ||||
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