Determinants of Freemium-to-Premium Conversion on Digital Platforms in Thailand.

This study investigates the determinants of premium subscription decisions within Thailand’s freemium digital platform ecosystem. Grounded in the Value-Based Adoption Model (VAM) and extended with motivational, social, and brand-related constructs, the research examines the relative explanatory power of perceived value, usage motivation, social influence, and platform brand image in predicting upgrading behavior. A quantitative cross-sectional survey design was employed, and data were collected via an online questionnaire using convenience sampling. A total of 300 valid responses were analyzed using multiple linear regression. Results indicate that the four predictors collectively explain 70.9% of the variance in premium subscription decisions (R² = .709; Adjusted R² = .705), with all variables exerting statistically significant positive effects. Platform brand image emerged as the strongest determinant (β = .462), followed by perceived value (β = .231), social influence (β = .163), and usage motivation (β = .112). These findings suggest credibility-based and symbolic mechanisms may exert greater influence than purely functional evaluations, and that VAM may benefit from supplementation with brand and social dimensions in emerging markets. The study contributes an integrated framework extending understanding of freemium-to-premium conversion among young digital platform users in Thailand. Managerial implications for conversion strategies in emerging digital markets are discussed.