Factors influencing willingness to pay for the paid version of ChatGPT
Published: August 10, 2026
Abstract
This study evaluates the factors influencing users’ willingness to pay for the paid version of ChatGPT in Vietnam. It measures the extent to which these factors affect willingness to pay and proposes managerial implications to optimize customer conversion strategies from the free version to the premium version of ChatGPT. The findings indicate that three factors have a positive and statistically significant impact on willingness to pay: satisfaction (β = 0.363), perceived price (β = 0.327), and knowledge acquisition and application (β = 0.223).
Keywords
freemium business modelwillingness to payChatGPTpaid versioncopyrightsatisfaction
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