@article {Dou349, author = {Wenyu Dou}, title = {Will Internet Users Pay for Online Content?}, volume = {44}, number = {4}, pages = {349--359}, year = {2004}, doi = {10.1017/S0021849904040358}, publisher = {Journal of Advertising Research}, abstract = {This study investigated determinants of internet users{\textquoteright} 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 {\textquoteleft}free{\textquoteright} mentality among online content users. Managerial implications are explored.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/44/4/349}, eprint = {https://www.journalofadvertisingresearch.com/content/44/4/349.full.pdf}, journal = {Journal of Advertising Research} }