关键词: 移动APP免费增值模式, 消费者考虑成本, 产品质量, 产品策略

Abstract: To study the impact of consumer deliberation cost on the applicability of Freemium strategy,a monopoly mobile APP developer model was considered.The product strategies and pricing decisions of APP developer were studied,and the impact of consumer deliberation cost on the product strategies,pricing decisions and Freemium strategy applicability of APP developer was analyzed.The model was extended to the case of endogenous quality decision-making to analyze the impact of consumer deliberation cost on the quality level of high and low-end APP products,and the applicability condition of Freemium strategy was given.It was found that Freemium applicability was affected by the difference between consumer deliberation costs toward high and low-end products and the quality difference between high and low-end products.Consumer deliberation cost affected the applicability of Freemium by influencing the quality level of high and low-end products.When consumer deliberation cost toward low-end product was relatively low(below a certain threshold)and the consumer deliberation costs between high and low-end products were somewhat different,the optimal Freemium strategy existed.

Key words: mobile APP Freemium, consumer deliberation cost, product quality, product strategy