本研究探討免費試用機制對證券投資交易 App 使用者付費轉換行為之影響。以臺灣某金融科技公司之 A/B Test 資料為樣本，分析實驗期間約一個月內新註冊使用者之行為資料。經資料清理與使用者層級彙整後，最終樣本共 22,771 位使用者。本研究以付費轉換率、付費轉換時間與首次訂閱方案期間作為主要衡量指標，並透過統計檢定與存活分析進行實證分析。
實證結果顯示，免費試用能顯著提升使用者付費轉換率，並改變其付費轉換時間分布。相較於無免費試用組，免費試用組的轉換較集中於試用期結束前後，顯示使用者傾向在體驗產品後再做出付費決策。此外，免費試用組使用者在首次付費時較傾向選擇長期訂閱方案，表示免費試用有助於提升使用者的初始付費承諾程度。
本研究驗證免費試用在高涉入金融科技 App 情境中的效果，並指出免費試用不僅影響使用者是否付費，也會影響其付費時間與首次訂閱方案選擇。研究結果補充免費試用策略在金融科技領域的實證證據，並可作為訂閱制數位服務設計轉換策略與試用機制之參考。

This study examines the effect of free trials on paid conversion behavior in a stock trading app. It uses A/B test data from a Taiwanese financial technology company. The data cover newly registered users during an experimental period of approximately one month. After data cleaning and user-level aggregation, the final sample includes 22,771 users. The study focuses on three outcomes: paid conversion rate, time-to-conversion, and initial subscription plan duration. Statistical tests and survival analysis are used for the empirical analysis.
The results show that free trials significantly increase paid conversion rates. Free trials also change the timing of conversion. Compared with users without trial access, free trial users are more likely to subscribe around the end of the trial period. This suggests that users tend to make payment decisions after experiencing the product. In addition, free trial users are more likely to choose longer initial subscription plans. This indicates a higher level of initial commitment.
This study provides empirical evidence on the role of free trials in a high-involvement FinTech context. The findings show that free trials affect not only whether users subscribe, but also when they subscribe and how long they initially commit. The results contribute to the literature on free trial strategies and provide practical implications for subscription-based digital services.

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