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.
| Original language | English |
|---|---|
| Pages (from-to) | 349-359 |
| Journal | Journal of Advertising Research |
| Volume | 44 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - Dec 2004 |
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