An Analysis of Factors Impacting Users' Choice of Freemium or Premium Services in a Mobile-Assisted Language Learning App

Abstract

Since the COVID-19 pandemic, the popularity of foreign language learning on mobile-assisted language learning (MALL) applications has increased. The MALL also implements a freemium (free access) and premium business model where customers must purchase the subscription package provided.  This research aims to find out what factors influence the migration of users from the free version to the premium MALL version. This study uses a quantitative and qualitative approach.  Quantitative data obtained through questionnaires filled out by 1,232 respondents and qualitative data obtained through interviews with thirty interviewees. The results of this study show that dissatisfaction in the push factor was found to be factors that significantly influenced the user's desire to switch to the premium version of the MALL, while perceived intrusiveness and perceived inefficiency did not have a significant positive effect on the user's desire to switch to the premium version of the MALL. The pull factor, perceived enjoyment, perceived usefulness, and trialability showed a significant positive influence, while the perceived learner value aspect did not show a significant positive influence. Finally, all aspects of the mooring factor, namely switching cost, social influence, and inertia show a significant influence on user intention to switch to the premium version of the MALL. However, switching cost showed positive influence on users’ switching intention, contrary to the predicted hypotheses. The results of this research are expected to be an input for MALL application developers to improve their services so that users switch to using the premium version of the MALL.