Investigating consumer attitude and intention toward free trials of technology-based services
作者：
Highlights：
• We develop a model to understand the free trial of technology-based services.
• Perceived usefulness and perceived risk have effects on attitude toward free trial.
• Perceived usefulness, social influence and attitude have effects on trial intention.
• Gender is an important moderator.
摘要
•We develop a model to understand the free trial of technology-based services.•Perceived usefulness and perceived risk have effects on attitude toward free trial.•Perceived usefulness, social influence and attitude have effects on trial intention.•Gender is an important moderator.
论文关键词：Technology-based service,Free trial,Consumer attitude,Trial intention,Gender differences,Technology acceptance model
论文评审过程：Available online 16 October 2013.
论文官网地址：https://doi.org/10.1016/j.chb.2013.09.008
