Will internet users pay for online content?
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal
Related Research Unit(s)
|Journal / Publication||Journal of Advertising Research|
|Publication status||Published - Dec 2004|
|Link to Scopus||https://www.scopus.com/record/display.uri?eid=2-s2.0-24644508797&origin=recordpage|
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.