Factors that influence consumer use of online news micropayments in the Swiss news industry Online publication date: Wed, 01-Jun-2022
by Manja Pfeiffer; Stephen Carter
International Journal of Economics and Business Research (IJEBR), Vol. 23, No. 4, 2022
Abstract: This research aims to examine, as a first attempt, the factors that influence consumers' use of online micropayments in the Swiss newspaper industry from a consumer perspective. The study utilised an extension of the technology acceptance model (TAM) with analysis using structural equation modelling. Two individual characteristics-perceived usefulness and perceived ease of use-appeared to be substantial antecedents of micropayment predilection and five system characteristics; compatibility, later payment, single payment platform, mobility and convenience, were found to be positively and significantly linked to the perceived usefulness, with the latter two also showing a strong significant effect on perceived ease of use. Amongst other results, the study shows the importance of trust, later payment and the strong relationship between convenience and the consumer's perceived usefulness and suggests that micropayments could be a business model, as a means to unlocking reader revenues.
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