免费何以增值?数字网络双重调节下服务商的价值创造  

How Benefit from Freemium?Value Creation of Provider under Dual Moderating in Digital Networks

作　　者：蒋军锋 刘佩青[3] 池宇 尚晏莹[2] Jiang Junfeng;Liu Peiqing;Chi Yu;Shang Yanying(School of Management Engineering&Talent Big Data Institute,Nanjing University of Information Science and Technology;School of Economics and Management,Xi'an University of Technology;Business School,Nanjing University)

机构地区：[1]南京信息工程大学管理工程学院和人才大数据研究院 [2]西安理工大学经济与管理学院 [3]南京信息工程大学管理工程学院 [4]南京大学商学院

出　　处：《南开管理评论》2025年第1期148-162,共15页Nankai Business Review

基　　金：国家自然科学基金(71972153);南京市软科学研究计划(202403014);西安理工大学研究生科研资助项目(2021KY044)资助。

摘　　要：Google搜索引擎开放永久免费权限的现象,挑战了既有免费增值策略优化免费用户—付费用户转化动态从而实现增值的价值捕获框架。基于数字技术迅猛发展的时代背景,采用价值创造视角,本文聚焦于服务商的创新迭代过程,将数据驱动的学习嵌入到用户数据集—创新知识集—创新迭代的动态循环中,以捕捉免费增值策略的免费时长/免费功能驱动服务商创新的作用,同时纳入数字网络的规模和智能水平对数据驱动的学习的双重调节作用,揭示免费增值模式经由数据驱动的学习过程推动服务商创新实现价值创造的理论机制。在此基础上,利用手工收集的450个样本点的数据,本文还检验了免费增值策略对服务商创新的驱动作用以及数字网络的规模和智能水平的双重调节效应。结果发现:(1)时间锁定型和功能受限型两类免费增值策略对创新迭代速率和新颖性的影响均呈倒U型趋势。(2)免费试用时长与创新迭代新颖性的倒U型关系和免费试用功能与创新迭代速率的倒U型关系均受到数字网络智能水平的正向调节;免费试用时长与创新迭代新颖性的倒U型关系则受到数字网络规模的负向调节。(3)无论是时间锁定型还是功能受限型,免费增值策略对创新迭代新颖性的影响总强于对创新迭代速率的影响。本文研究揭示了免费增值策略在数字网络中通过数据驱动服务商创新实现价值创造的理论机制,同时提供了基于创新目标和数字网络的服务商优化免费增值策略的对策建议。The free access to search engines permanently granted to search users by Google challenges the value capture framework by which existing studies explain the mechanism how provides benefit from freemium strategy through optimizing the conversion dynamics between free and paid users.In the value capture framework,the benefits brought to providers by freemium strategy are entirely derived from user conversion behavior induced by free trials,completely ignoring the impact of user data expansion on providers innovation to explore and meet customer needs,which is often one of the main ways in which freemium strategy provides revenue for providers.Based on the rapid development of digital technology and the perspective of value creation,this article focuses on the innovation iteration process of the providers.The data-driven learning process is embedded into the dynamic cycle of user datasetinnovation knowledge set-innovation iteration,which captures the role of free duration/free function of freemium strategy promoting the providers innovation.The difference in the impact of free duration and free functions on the dynamic cycle of user dataset-innovation knowledge set-innovation iteration through data-driven learning process ultimately affects the speed and novelty of providers innovation iteration.Similarly,through the data-driven learning process,the impact of the scale and intelligence degree of digital networks on the dynamic cycle of user dataset-innovation knowledge set-innovation iteration is also attributed to the moderating effect on the speed and novelty of providers innovation iteration.Ultimately,the dual moderating effect of the scale and intelligence degree of digital networks on the relationship between the freemium strategy and providers innovation iteration are simultaneously incorporated into the data-driven learning process.As a result,the theoretical mechanism of value creation by which the freemium strategy promotes providers innovation iteration through data expansion is revealed.This mechanism hi

关 键 词：免费增值策略 价值创造 创新迭代 数字网络 数据驱动的学习 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]