Paper Info
Title
Consumer Perceptions and Willingness to Pay for Intrinsically Motivated Online Content
Abstract
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.
Year
DOI
Venue
2006
10.2753/MIS0742-1222230209
J. of Management Information Systems
Keywords
DocType
Volume
expected benefit,extrinsically motivated content,intrinsically motivated online content,profitable online content,potential consumer,potential factor,potential reward,future study,information value,management information systems literature,Consumer Perceptions,Intrinsically Motivated Online Content
Journal
23
Issue
ISSN
Citations 
2
0742-1222
25
PageRank 
References 
Authors
1.14
21
2
Name
Order
Citations
PageRank
Alexandre Lopes1251.48
Dennis F. Galletta21757141.06