| Abstract [eng] |
This Master thesis investigates the value-creating factors that influence users’ willingness to upgrade (WTU) and retention on freemium media platforms, with a specific focus on the Lithuanian online business news platform vz.lt. The aim of the research was to identify and assess the impact of selected constructs on user behaviour in the context of a freemium business news platform vz.lt. The objectives included evaluating the freemium model's relevance in the media industry, identifying theoretical determinants of value creation, developing and testing a research model, and formulating practical recommendations based on the results. To achieve these objectives, the thesis employed a quantitative research design. A structured online questionnaire using a 7-point Likert scale was developed and administered to users of vz.lt. The questionnaire was based on previously validated instruments and adapted to the media industry context. 216 responses from freemium users and 60 from premium users were collected. Multiple regression analysis using SPSS was conducted to examine the influence of six value-creating factors—enjoyment, social value, perceived quality, perceived value for money, epistemic value, and trust in the brand—on WTU and retention. The research findings revealed that six out of sixteen tested hypotheses were supported. For freemium users, social value significantly influenced WTU, while enjoyment and brand trust positively affected retention. Among premium users, only perceived value for money had a significant positive effect on retention. Additionally, the mutual relationship between WTU and retention was confirmed as significant in both directions. These findings suggest that different mechanisms drive user behaviour in free and paid tiers, and that emotional and social factors are more influential among freemium users, whereas rational evaluation prevails in the premium segment. The thesis concludes that while freemium models are effective in customer acquisition, user retention and conversion require deeper attention to perceived value and experience. It also highlights the importance of context, showing that results can differ across sectors, cultures, and user groups. The findings offer practical implications for media platform managers, including the need to enhance social engagement strategies, emotional appeal, and the perceived value of premium offerings. The research contributes to the academic understanding of freemium strategies in the underexplored Lithuanian media sector. The full results are available in the thesis document and may be relevant to both scholars and practitioners seeking to optimise value creation and user conversion in freemium ecosystems. |
