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Factors influencing the willingness-to-pay of internet users in Vietnam for the fee-based online contents

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  • Nguyen Thuy Quynh Loan

    (Ho Chi Minh City University of Technology, Vietnam National University HCMC, Vietnam)

  • Tran Vu Hoang Long

    (Ho Chi Minh City University of Technology, Vietnam National University HCMC, Vietnam)

Abstract

The aim of this study is to identify key factors that influence the willingness-to-pay (WTP) of Internet users in Vietnam for fee-based online contents. The study collects 309 suitable questionnaires filled by internet users over 18 years old and living in Vietnam, who frequently use online contents and have ideally made payment for online contents. The analysis results indicate that the willingness-to-pay for the fee-based online contents of Vietnamese users are influenced by their attitudes toward paying and ethical self-efficacy for online piracy. The study also identifies the antecedents of attitude, which include the perceived benefits of usefulness and enjoyment, the perceived sacrifice of the fee, social influences from other people, and especially the free mentality. The study then suggests managerial implications to online content providers in enhancing WTP for the fee-based online contents in Vietnam.

Suggested Citation

  • Nguyen Thuy Quynh Loan & Tran Vu Hoang Long, 2017. "Factors influencing the willingness-to-pay of internet users in Vietnam for the fee-based online contents," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 7(2), pages 24-41.
    • Handle: RePEc:bjw:econen:v:7:y:2017:i:2:p:24-41
    DOI: 10.46223/HCMCOUJS.econ.en.7.2.183.2017
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    References listed on IDEAS

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    2. Dou, Wenyu, 2004. "Will Internet Users Pay for Online Content?," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 349-359, December.
    3. Shirley Taylor & Peter A. Todd, 1995. "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, INFORMS, vol. 6(2), pages 144-176, June.
    4. Wang, Yi-Shun & Yeh, Ching-Hsuan & Liao, Yi-Wen, 2013. "What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy," International Journal of Information Management, Elsevier, vol. 33(1), pages 199-208.
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