Consumer Perceptions and Willingness to Pay for Intrinsically Motivated Online Content.

Author List: Lopes, Alexandre B.; Galletta, Dennis F.;

Journal of Management Information Systems, 2006, Volume 23, Issue 2, Page 203-231.

Providing profitable online content has been an elusive goal, challenging many companies such as the New York Times, Disney/ABC/ESPN, and Microsoft/Slate. Charging for content has been hit-or-miss, attributable to a lack of generally applicable models of information value. Previous studies in the management information systems literature emphasized extrinsically motivated content (addressing tangible gains), while many sites target intrinsic goals such as entertainment or education. This study examines potential factors influencing willingness to pay for intrinsically motivated online content. Data from 392 college students indicate that even when analyzing content whose potential rewards are intangible and nonquantifiable, potential consumers focus on "expected benefits" as the main antecedent for willingness to pay. Other antecedents, such as perceived quality and provider reputation, only affected willingness to pay indirectly through expected benefits. Researchers are offered a baseline model for future study, and practitioners are advised to provide initial visitors a clear message about benefits of use to entice them to pay for content.

Keywords: consumer assessments; E-Commerce; online content; Service value

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List of Topics

#13	0.215	personalization content personalized willingness web pay online likelihood information consumers cues customers consumer services elaboration preference experiment framing customized timing
#246	0.158	strategic benefits economic benefit potential systems technology long-term applications competitive company suggest additional companies industry operating costs difficult substantial total
#108	0.155	model research data results study using theoretical influence findings theory support implications test collected tested based empirical empirically context paper
#19	0.099	content providers sharing incentive delivery provider net incentives internet service neutrality broadband allow capacity congestion revenue cost efficient enhanced provides
#198	0.087	factors success information critical management implementation study factor successful systems support quality variables related results key model csf importance determinants
#138	0.056	use question opportunities particular identify information grammars researchers shown conceptual ontological given facilitate new little constraints dual answer post-adoption theory