A1 Journal article (refereed), original research

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


Publication Details
Authors: Tarkiainen Anssi, Arminen Heli, Kuivalainen Olli
Publication year: 2014
Language: English
Related Journal or Series Information: International Journal of Business Information Systems
Volume number: 17
Issue number: 3
JUFO-Level of this publication: 1
Open Access: Not an Open Access publication

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

Last updated on 2017-22-03 at 16:07