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ABSTRACT This study investigated determinants of internet users9 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 ennerged as significant predictors. Further, the study confirnned the existence of ‘free’ mentality among online content users. Managerial implications are explored.
Wenyu Dou (Wed,) studied this question.