RT Journal Article
SR Electronic
T1 Will Internet Users Pay for Online Content?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 349
OP 359
DO 10.1017/S0021849904040358
VO 44
IS 4
A1 Dou, Wenyu
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/4/349.abstract
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.