TY - JOUR T1 - Will Internet Users Pay for Online Content? JF - Journal of Advertising Research JO - J Advert Res SP - 349 LP - 359 DO - 10.1017/S0021849904040358 VL - 44 IS - 4 AU - Wenyu Dou Y1 - 2004/12/01 UR - http://www.journalofadvertisingresearch.com/content/44/4/349.abstract N2 - 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 ennerged as significant predictors. Further, the study confirnned the existence of ‘free’ mentality among online content users. Managerial implications are explored. ER -