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ISSN : 1229-8778
This study noted why participation is low, even though digital services are free to experience. Experience promotion is consumed for a limited period of time, so people tend to be reluctant to participate if they are not aware of its value in detail, and in the case of digital services, it is difficult for consumers to immediately experience value. Therefore, it was expected that token price rather than free could increase participation in the promotion in the context of the need to be more specifically aware of its value by making cognitive assessments. Therefore, studies 1 and 2 showed that token price were more effective than free for digital services. Specifically, Study 1 revealed that the effect of the token price can’t be explained by the ease of assessment that the preceding study suggested, and Study 2 found that the recognition of value by activating the deal evaluation for digital services mediated token price effect. This study can present a practical marketing strategy of token price when it is necessary to induce consumer participation in the trial promotion used as a catalyst for regular subscriptions. In addition, the theoretical implications can also be found in that, unlike prior research, the way of increasing trial promotion participation have been identified in the psychological field.
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