Abstract
Subscription business model is common in many online services. It is crucial to service providers to acquire and retain more customers. Because customers can switch one service to another easily, price promotion may cause economic loss of the providers. The aim of this paper is to investigate the characteristics of cherry pickers in subscription-based online services. We find that cherry pickers use online music streaming services more actively and apply their investment to the service more readily than non-cherry pickers.
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Kim, C., Yoo, B., Lee, J. (2020). Who Picks Cherries? Understanding Consumers’ Cherry Picking Behavior in Online Music Streaming Services. In: Lang, K.R., et al. Smart Business: Technology and Data Enabled Innovative Business Models and Practices. WeB 2019. Lecture Notes in Business Information Processing, vol 403. Springer, Cham. https://doi.org/10.1007/978-3-030-67781-7_11
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DOI: https://doi.org/10.1007/978-3-030-67781-7_11
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