How do users cope with trial restrictions? A field experiment on free trial software

Software vendors often provide free downloads of free trial versions of software but normally with some restrictions attached (e.g., time and/or functionality restrictions). The question arises as to what extent the restrictions could influence a user's propensity to procure the full version. This study seeks to answer this question through two important theoretical backbones: expectation-disconfirmation and coping. Based on these two theories, we built a research model of a user's coping reactions toward software trial restrictions. A field experiment was conducted to verify the hypotheses. Results show that negative disconfirmation on time/functionality restriction positively influenced the adoption of rational thinking strategy, which in turn positively influence the level of action coping. As a result, the degree to which rational thinking and action coping strategy were exploited positively influenced a user's willingness to pay for the full-version software. Theoretical and practical implications of the findings are discussed.