Title: Online content: who is willing to pay and for what?

Authors: Anssi Tarkiainen; Heli Arminen; Olli Kuivalainen

Addresses: School of Business, Lappeenranta University of Technology, P.O. Box 20, FIN-53851, Lappeenranta, Finland ' School of Business, Lappeenranta University of Technology, P.O. Box 20, FIN-53851, Lappeenranta, Finland ' School of Business, Lappeenranta University of Technology, P.O. Box 20, FIN-53851, Lappeenranta, Finland

Abstract: Many newspapers are struggling to convert their online news into profitable products, and one of the means to this end is to charge fees for using online news services. At the same time, however, consumers have not been willing to pay for online news services. According to recent findings, consumers do not choose between online news and printed newspapers, but they use both types of news media simultaneously. In this study, we identify four consumer segments, based on their multiplatform media use patterns, and assess whether these segments differ in their levels of willingness to pay for online content. Our empirical work indicates that the consumer segments, which use interactive or entertainment content in the online news services are more willing to pay for online content compared to those who only seek news in both media. Also, implications with respect to customer value and online content development are discussed.

Keywords: online behaviour; willingness to pay; online newspapers; digital newspapers; consumer satisfaction; media consumption; uses; gratifications; online content; online news services; news media; interactive content; entertainment content; customer value.

DOI: 10.1504/IJBIS.2014.064974

International Journal of Business Information Systems, 2014 Vol.17 No.3, pp.283 - 305

Published online: 23 Sep 2014 *

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