It Is Not Just About Competition with “Free”: Differences Between Content Formats in Consumer Preferences and Willingness to Pay

Berger, B; Matt, C; Steininger, D; Hess, T (2015). It Is Not Just About Competition with “Free”: Differences Between Content Formats in Consumer Preferences and Willingness to Pay. Journal of Management Information Systems, 32(3), pp. 105-128. Taylor & Francis 10.1080/07421222.2015.1095038

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While consumption of content in offline formats continues to decline, many providers are still struggling to monetize their content online, because consumers’ willingness to pay (WTP) for content in online formats is low. The availability of free content on the Internet is often considered the primary reason for this issue. However, we hold that the lower WTP is also related to a lower appraisal of online formats per se. Using a conjoint analysis and the example of newspaper subscriptions, we explore differences in consumer preferences and WTP between offline and online formats. Our results show that after price, format is the secondmost important attribute of a newspaper subscription. While consumers still prefer the printed newspaper to any online format, WTP differs across online formats and is strongly associated with device ownership. Our study provides a novel understanding of the previously neglected factor content format and its importance for content providers.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Matt, Christian

Subjects:

000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology > 330 Economics

ISSN:

0742-1222

Publisher:

Taylor & Francis

Projects:

[849] Digitale Wertschöpfung und Bepreisung Official URL

Language:

English

Submitter:

Patrick Cédric Munz

Date Deposited:

12 Mar 2018 14:23

Last Modified:

18 Oct 2018 15:32

Publisher DOI:

10.1080/07421222.2015.1095038

BORIS DOI:

10.7892/boris.106374

URI:

https://boris.unibe.ch/id/eprint/106374

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