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| What Determines Free Customer’s Pay Intention? |
| LI Jiannan，LI Yongqiang，SHI Yali |
| 1. Chengdu University of Technology, Chengdu, China;
2. Southwestern University of Finance and Economics, Chengdu, China |
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Abstract The study introduced two concepts in this typical context: one is in the quality level called as virtual social capital, and another is network externalities belonging to the number of level. Based on 422 samples, the study found customer perceived value, virtual social capital and network externalities directly and positively have influence on the formation of free customer’s pay intention. Meanwhile, online stickiness positively moderates the relationship between virtual social network environment and free customer’s pay intention. Finally, according to the research results, recommendations are put forward in order to improve free customer’s pay intention and to promote the normal and efficient operation of “freemium” business model.
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Received: 25 April 2013
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2014, Vol. 11 
