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https://hdl.handle.net/20.500.14365/5560
Title: | Lifetime deals: the role of software service offering in convincing consumers | Authors: | Sorkun, Metehan Feridun Idin, Noyan Alperen |
Keywords: | Service strategy Digital Service design Quantitative research Conjoint analysis Behavioural insight Perceived Risk Saas Adoption Preferences Perspective Intention Purchase Models |
Publisher: | Emerald Group Publishing Ltd | Abstract: | PurposeThis study aims to reveal consumer purchase intentions for Software-as-a-Service (SaaS) lifetime deals and the role of service offerings in shaping these intentions.Design/methodology/approachLifetime deals - an aggressive market penetration strategy - have the potential to allow startups to gain market share, user base and the cash necessary for growth. However, startups need to mitigate consumer concerns for which service offering design plays a key role. Drawing on expectancy-value and signaling theories, this study developed a research model and then conducted empirical research on 2,173 consumers via choice-based conjoint analysis to reveal the critical service offering attributes for consumer utility in lifetime deals in the SaaS presentation tool market context. After using the hierarchical Bayes model to derive each respondent's part-worth utilities for service offering attributes, the hypotheses were tested via the factor score regression method.FindingsThe results show that the service offering attributes of low price, refund option, human support and feature updates enhance consumer utility in SaaS lifetime deals. Three of these four attributes, namely, low price, refund option and feature updates, enhance consumers' purchase intentions by reducing their concerns about the service's performance, seller and lifespan, respectively.Originality/valueThis study elucidates consumer purchase intentions for SaaS services in digital marketplaces. By investigating a widespread market entry strategy - lifetime deals - it shows consumer preferences and behavior for these deals in the fast-growing online tools market. This study also shows how startups can use lifetime deals through a well-designed service offering to mitigate various consumer concerns. | URI: | https://doi.org/10.1108/JSM-02-2024-0094 https://hdl.handle.net/20.500.14365/5560 |
ISSN: | 0887-6045 |
Appears in Collections: | Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection |
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