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Experience Me! The Impact Of Content Sampling Strategies On The Marketing Of Digital Entertainment Goods, Ai Phuong Hoang, Robert J. Kauffman
Experience Me! The Impact Of Content Sampling Strategies On The Marketing Of Digital Entertainment Goods, Ai Phuong Hoang, Robert J. Kauffman
Research Collection School Of Computing and Information Systems
Product sampling allows consumers to try out a small portion of a product for free. Uncertainty associated with consumption of information goods makes sampling useful for digital entertainment providers. Firms offer some programming for free to attract consumers to purchase a series of programs. We explore the effectiveness of content sampling for information goods using a dataset containing more than 17 million free previews and purchase observations on households from a digital entertainment firm that offers video-on-demand (VoD). Based on theories related to product sampling and information goods, we analyze the relationship between free previews and VoD purchases for series …