Will Internet Users Pay for Online Content?

Wenyu Dou

Journal of Advertising Research, 2005, vol. 44, issue 04, pages 349-359

Abstract: This study investigated determinants of internet users willingness to pay for online content. A survey of internet users of a clip art website found that they did conduct benefits costs analysis when evaluating whether to pay for online content. Usage purpose and experience with online purchasing emerged as significant predictors. Further, the study confirmed the existence of free mentality among online content users. Managerial implications are explored.

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