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Will Internet Users Pay for Online Content?

Published online by Cambridge University Press:  15 April 2005

WENYU DOU
WENYU DOU
Affiliation:
City University of Hong Kong, mkwydou@cityu.edu.hk
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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.

Type
INSIGHTS INTO ONLINE MARKETING EFFECTIVENESS
Information
Journal of Advertising Research , Volume 44 , Issue 4 , December 2004 , pp. 349 - 359
Copyright
© Copyright © 1960-2004, The ARF

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