Will Internet users pay for online content?

被引：63

作者：

Dou, WY ^{[1
]}

机构：

[1] City Univ Hong Kong, Hong Kong, Hong Kong, Peoples R China

来源：

JOURNAL OF ADVERTISING RESEARCH | 2004年 / 44卷 / 04期

关键词：

D O I：

10.1017/S0021849904040358

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：349 / 359

页数：11

共 48 条

[1] Measuring brand equity across products and markets [J].

Aaker, DA .

CALIFORNIA MANAGEMENT REVIEW, 1996, 38 (03) :102-&

[2]

Agarwal S., 2001, J MARKET THEORY PRAC, V9, P1, DOI [10.1080/10696679.2001, 10.1080/10696679.2001.11501899, DOI 10.1080/10696679.2001.11501899]

[3]

[Anonymous], HDB CONSUMER BEHAV

[4]

[Anonymous], WALL STREET J 0415

[5]

ARBUCKLE JL, 1999, AMOS 4 9 USERS GUIDE

[6] THE USE OF EXTRINSIC CUES TO FACILITATE PRODUCT ADOPTION [J].

BEARDEN, WO ;

SHIMP, TA .

JOURNAL OF MARKETING RESEARCH, 1982, 19 (02) :229-239

[7]

Browne M. W, 1993, TESTING STRUCTURAL E

[8]

Byrne B.M., 2001, Multivariate applications book series.Structural equation modeling with AMOS: Basic concepts, applications

[9]

*CONT INT, 2001, NEWSP WEB DRIV SOC

[10]

Crosbie V., 2002, ONLINE CONTENT 2002

← 1 2 3 4 5 →