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Will Internet Users Pay for Online Content?

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  • DOU, WENYU

Abstract

This study investigated determinants of internet users' willingness to pay for online content. A survey of internet users of a clip art website found that they did conduct benefits/costs analysis when evaluating whether to pay for online content. Usage purpose and experience with online purchasing emerged as significant predictors. Further, the study confirmed the existence of “free” mentality among online content users. Managerial implications are explored.

Suggested Citation

  • Dou, Wenyu, 2004. "Will Internet Users Pay for Online Content?," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 349-359, December.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:04:p:349-359_04
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    1. repec:pra:mprapa:42457 is not listed on IDEAS
    2. Jan Krämer & Lukas Wiewiorra, 2012. "Network Neutrality and Congestion Sensitive Content Providers: Implications for Content Variety, Broadband Investment, and Regulation," Information Systems Research, INFORMS, vol. 23(4), pages 1303-1321, December.
    3. Mª Victoria Bordonaba-Juste & Laura Lucia-Palacios & Raúl Pérez-López, 2020. "Generational differences in valuing usefulness, privacy and security negative experiences for paying for cloud services," Information Systems and e-Business Management, Springer, vol. 18(1), pages 35-60, March.
    4. Ibtissame Abaidi, 2014. "Etude de l’impact du prix sur la valeur globale perçue des journaux digitaux – Proposition d’une typologie des consommateurs," Working Papers 2014-73, Department of Research, Ipag Business School.
    5. Frago Kourandi & Jan Krämer & Tommaso Valletti, 2015. "Net Neutrality, Exclusivity Contracts, and Internet Fragmentation," Information Systems Research, INFORMS, vol. 26(2), pages 320-338, June.
    6. Michael Wohlfarth, 2019. "Data Portability on the Internet," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(5), pages 551-574, October.
    7. repec:ipg:wpaper:2014-073 is not listed on IDEAS
    8. Jaiswal, Anand K. & Niraj, Rakesh & Venugopal, Pingali, 2010. "Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 222-238.
    9. 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.
    10. Lior Jacob Strahilevitz & Matthew B. Kugler, 2016. "Is Privacy Policy Language Irrelevant to Consumers?," The Journal of Legal Studies, University of Chicago Press, vol. 45(S2), pages 69-95.
    11. Marine Le Gall-Ely, 2009. "Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche," Post-Print hal-00522826, HAL.
    12. Monica C. LaBarge & Kristen L. Walker & Courtney Nations Azzari & Maureen Bourassa & Jesse Catlin & Stacey Finkelstein & Alexei Gloukhovtsev & James Leonhardt & Kelly Martin & Maria Rejowicz‐Quaid & M, 2022. "Digital exchange compromises: Teetering priorities of consumers and organizations at the iron triangle," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1220-1243, September.

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