Content area
The widespread adoption of the freemium business model in mobile applications has reshaped digital consumption patterns; however, the factors influencing users' willingness to pay for premium features have remained underexplored. This study applied the expectation–confirmation theory and the technology acceptance model to examine how user sentiments, shaped by perceived value and usability, influenced subscription decisions. Using a dataset of 64,372 user comments from 50 mobile apps across multiple industries—including sports, games, fashion, banking, and e-commerce—this research employed text mining and sentiment analysis to uncover key themes in user feedback. Findings showed that perceived value was the strongest determinant of willingness to pay, with users prioritizing premium features that enhanced functionality and user experience. In addition, app usability and trust emerged as critical factors, particularly in banking and e-commerce—areas in which security concerns influenced decision-making.