Extending TPB and TAM in Freemium Contexts: The Impact of eWOM and Brand Attractiveness on User behavior and Revenue
Glory Aguzman, Aisyah Amini, Anggha Dipa Pratama, Lorio Purnomo, Pantri Heriyati, Richel Lamadrid

Binus Entrepreneurship Centre, Management, Binus Business School Binus University Jakarta, Indonesia

Abstract

This study examines the impact of electronic word-of-mouth (eWOM) and brand attractiveness on behavioral intention and revenue stream performance within Spotify^s freemium business model. Drawing from the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), a structural equation model was tested using data from 108 Gen Z respondents in Indonesia and the Philippines. Findings reveal that eWOM significantly influences both brand attractiveness and behavioral intention, with the latter emerging as the strongest predictor of revenue performance. While brand attractiveness enhances behavioral intention, its direct effect on revenue is negligible, underscoring the mediating role of intention. Additionally, eWOM exerts a direct positive effect on revenue, reinforcing its importance in driving monetization through peer influence and trust. These results highlight the necessity for freemium platforms to prioritize user engagement strategies that amplify social sharing and psychological motivation. Theoretically, this research extends TPB and TAM by integrating social dynamics into consumer decision-making processes in non-transactional digital environments. The study concludes that sustainable revenue growth in freemium models hinges on aligning social influence, brand credibility, and behavioral intention into a cohesive user experience.

Keywords: eWOM, TPB, Brand Attractiveness, Behavioral Intention, Freemium Business Model

Topic: Electrical, Electronic, and Computer Engineering