THE INFLUENCE OF PUSH AND PULL MOTIVATION ON CONVERSION INTENTION OF CANVA PRO THROUGH PERCEIVED VALUE(A STUDY ON GEN Z IN DENPASAR)
DOI:
https://doi.org/10.5281/zenodo.20507858Keywords:
push motivation, pull motivation, conversion intention, perceived value, freemium, SOR model, according to the millennial generation vs generation Z, Canva ProAbstract
The freemium business model remains a cornerstone of the software as a service (SaaS) industry, yet consistently low free-to-paid conversion rates, estimated globally at just 2 to 5 percent, pose a persistent challenge to sustainable monetization. This study investigates how push motivation (dissatisfaction with free-tier limitations) and pull motivation (the attractiveness of premium features) influence users' conversion intention toward Canva Pro, with perceived value serving as a mediating variable. Drawing on the Stimulus-Organism-Response (SOR) framework and integrating Push- Pull Motivation Theory, Perceived Value Theory, and Expectation–Confirmation Theory, a quantitative survey was conducted among 126 Generation Z Canva users in Denpasar City, a digitally advanced urban center with an internet penetration rate of 90.59%. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that push motivation directly and significantly affects both conversion intention and perceived value. Pull motivation, while not exerting a significant direct effect on conversion intention, strongly predicts perceived value, which in turn drives conversion intention. Perceived value operates as a complementary partial mediator between push motivation and conversion intention, and as a full mediator in the pull motivation to conversion intention pathway. These findings carry both theoretical and practical implications for freemium service providers seeking to optimize user upgrade strategies.
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