Will internet users pay for online content?

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

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Original languageEnglish
Pages (from-to)349-359
Journal / PublicationJournal of Advertising Research
Issue number4
Publication statusPublished - Dec 2004


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.