Will Internet Users Pay for Online Content?
Wenyu DouCity University of Hong Kong
The insights and helpful suggestions from Dr. Joseph Plummer are much appreciated.
Online content spans a wide spectrum of information offerings from news (e.g., cnn.com), research findings (e.g., emarketer.com), references (e.g., Britannica.com), entertainment (e.g., broadcast.com), to shopping guides (e.g., Edmunds.com). Often supported by online advertising revenue and given away for free, online content has been a staple of the web and a main reason consumers use the internet (Nie and Erbring, 2000; Pfeiffer, 2002). However, with the declining advertising revenue associated with the dotcom melt-down, the...