Abstract
In recent years, Chinese netizens have to pay predetermined fees before consuming various online content (e.g., videos and music), implying that the “free content” mode has been gradually replaced by the subscription fee-based mode. However, limited research has explored what motivates consumers to pay for online content, especially those who have already been used to the “free content” mode. To fill this gap, drawing on Perceived Value Theory (PVT), this article seeks to investigate consumers’ purchase of online content from a benefit-cost perspective. Contextual benefits (entertainment, information) and costs (perceived price and perceived risk) have been identified as determinants of consumers’ perceived value and purchase behavior. A survey was conducted and 227 valid samples were collected. Smart PLS 2.0 was employed to analyze data. Results show that entertainment and information positively affect perceived value, while perceived price and risk negatively influence perceived value, which in turn positively impacts purchase behavior. Finally, theoretical and practical implications are discussed.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Xu, J., Duan, Y.: Subscription price and advertising space decisions for online content firms with reference effect. Electron. Commer. Res. Appl. 30, 8–24 (2018)
Marta-Lazo, C., Segura-Anaya, A., Oliván, N.M.: Key variables in willingness to pay for online news content: the professionals’ perspective. Rev. Lat. Comun. Soc. 72, 165 (2017)
Kammer, A., Boeck, M., Hansen, J.V., Hauschildt, L.J.H.: The free-to-fee transition: audiences’ attitudes toward paying for online news. J. Media Bus. Stud. 12(2), 107–120 (2015)
Research report on the development of digital music content payment in China in 2019. Research report of iresearch series (7th issue of 2019): Shanghai iResearch Market Consulting co. Ltd., 2019-332-365 (2019)
Hsiao, K.L., Chen, C.C.: What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electron. Commer. Res. Appl. 16, 18–29 (2016)
Zeithaml, V.A.: Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J. Mark. 52(3), 2–22 (1988)
Dodds, W.B., Monroe, K.B.: The effect of brand and price information on subjective product evaluations. In: ACR North American Advances (1985)
Nilson, T.H.: Value-added marketing: marketing management for superior results. McGraw-Hill Book Company, New York (1992)
Lovelock, C., Wirtz, J.: Services Marketing: People, Technology. Strategy. Prentice Hall, Upper Saddle River, NJ (2011)
Kim, H.W., Chan, H.C., Gupta, S.: Value-based adoption of mobile internet: an empirical investigation. Decis. Support Syst. 43(1), 111–126 (2007)
Kwon, K.N., Schumann, D.W.: The influence of consumers’ price expectations on value perception and purchase intention. Adv. Consum. Res. 28, 316–322 (2010)
Pires, G., Stanton, J., Eckford, A.: Influences on the perceived risk of purchasing online. J. Consum. Behav. Int. Res. Rev. 4(2), 118–131 (2004)
Lu, H.P., Hsiao, K.L.: The influence of extro/introversion on the intention to pay for social networking sites. Inf. Manag. 47(3), 150–157 (2010)
Colwell, J.: Needs met through computer game play among adolescents. Personality Individ. Differ. 43(8), 2072–2082 (2007)
Babajide Osatuyi, A., et al.: When it comes to satisfaction … it depends: an empirical examination of social commerce users. Comput. Hum. Behav. 111, 106413 (2020)
Mitchell, V.: Consumer perceived risk: conceptualisation and models. Eur. J. Mark. 33(1/2), 163–195 (1999)
Sweeney, J.C., Soutar, G.N., Johnson, L.W.: Retail service quality and perceived value. J. Retail. Consum. Serv. 4(1), 39–48 (1997)
Agarwal, R., Karahanna, E.: Time flies when you’re having fun: cognitive absorption and beliefs about information technology usage 1. MIS Q. 24(4), 665–694 (2000)
Voss, G.B., Parasuraman, A., Grewal, D.: The roles of price, performance, and expectations in determining satisfaction in service exchanges. J. Mark. 62(4), 46–61 (1998)
Hsiao, K.L.: Android smartphone adoption and intention to pay for mobile internet: perspectives from software, hardware, design, and value. Libr. HiTech 31(2), 216–235 (2013)
Richa, C., Samrat, B.: Factors influencing green purchase behavior of millennials in India. Manag. Environ. Qual. Int. J. MEQ-02–2018–0023 (2018)
Chin, W.W., Marcolin, B.L., Newsted, P.R.: A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Inf. Syst. Res. 14(2), 189–217 (2003)
Ringle, C.M., Wende, S., Will, A.: SmartPLS 2.0 (beta). Hamburg (2005)
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., Tatham, R.L.: Multivariate 936 Data Analysis. Pearson University Press, London (2006)
Fornell, C.R., Larcker, D.F.: Evaluating structural equation models with unobservable variables and measurement error. J. Mark. Res. 18(3), 375–381 (1981)
Falk, R.F., Miller, N.B.: A Primer for Soft Modeling. University of Akron Press, Akron, Ohio (1992)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 Springer Nature Switzerland AG
About this paper
Cite this paper
Tao, Q., Wang, X., Zhao, Y., Li, M., Liu, L. (2021). A Benefit-Cost Perspective on Consumers’ Purchase of Online Content. In: Stephanidis, C., Antona, M., Ntoa, S. (eds) HCI International 2021 - Posters. HCII 2021. Communications in Computer and Information Science, vol 1421. Springer, Cham. https://doi.org/10.1007/978-3-030-78645-8_57
Download citation
DOI: https://doi.org/10.1007/978-3-030-78645-8_57
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-78644-1
Online ISBN: 978-3-030-78645-8
eBook Packages: Computer ScienceComputer Science (R0)