Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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An Analysis of the Comparative Importance of Heuristic Attributes Affecting Users' Voluntary Payment in Online News Content

자발적 독자구독료에 영향을 미치는 온라인 뉴스 콘텐츠의 휴리스틱 속성 간 상대적 중요도 분석

  • 이형주 (아주대학교 일반대학원 경영학과) ;
  • 정누리 (경희대학교 일반대학원 경영학과) ;
  • 양성병 (경희대학교 경영대학 경영학과)
  • Received : 2017.11.15
  • Accepted : 2017.11.29
  • Published : 2017.12.31
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Abstract

Traditionally, news was consumed only through printed newspapers and broadcasting media, such as radio and television. However, the Internet has enabled people to consume news content online. Since most of online news content has been provided for free, it is not easy for news providers to charge the fixed subscription fee for online news content. Therefore, as an alternative strategy, some online news providers have tried to adopt the Pay-What-You-Want (PWYW) pricing model, which allows users (readers) to pay as much as they want after consuming news content. As this pricing model shows some possibility to grow and replace the unsuccessful monetization strategy of online news content, we therefore examined the comparative importance of seven heuristic attributes (i.e., article evaluation, article share, article comment, article information design, article length, writer SNS, and writer information) affecting readers' voluntary payment behavior through a conjoint analysis with 379 news articles collected from online news Website (i.e., Ohmynews.com) where the PWYW model has been working successfully. This study found that article share and article length are the most important factors which affect online news content users' voluntary payment. Finally, two major and eight minor propositions are suggested based on the findings of the study. This study would suggest guidelines for how to create online news content which induces much more voluntary payment.

Keywords

References

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