PT  - JOURNAL ARTICLE
AU  - Wenyu Dou
TI  - Will Internet Users Pay for Online Content?
AID  - 10.1017/S0021849904040358
DP  - 2004 Dec 01
TA  - Journal of Advertising Research
PG  - 349--359
VI  - 44
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/44/4/349.short
4100  - http://www.journalofadvertisingresearch.com/content/44/4/349.full
SO  - J Advert Res2004 Dec 01; 44
AB  - 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.