Investigating consumer attitude and intention toward free trials of technology-based services

•We develop a model to understand the free trial of technology-based services.•Perceived usefulness and perceived risk have effects on attitude toward free trial.•Perceived usefulness, social influence and attitude have effects on trial intention.•Gender is an important moderator.

Offering free trials can be an effective strategy to promote the diffusion of technology-based services. However, few studies have focused on the adoption of free trials toward technology-based services. This study examined the antecedents of consumer attitude and intention toward free trial of technology-based services under the framework of the technology acceptance model (TAM). The proposed model was tested by using the Partial Least Squares (PLS) technique. Results indicate that perceived usefulness, perceived ease of use, perceived risk and social influence are some of the important determinant factors. In addition, significant differences exist between female and male consumers.