政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/64251

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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/64251

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/64251

Title:	A Study of the Factors Influencing Users` Decisions to Pay for Web 2.0 Subscription Services
Authors:	Horng, Shwu-Min 洪叔民
Contributors:	企管系
Keywords:	Web 2.0;willingness to pay for subscriptions;exploratory factor analysis;confirmatory factor analysis;logistic regression
Date:	2012-08
Issue Date:	2014-02-26 16:03:14 (UTC+8)
Abstract:	A subscription-based business model provides a stable source of revenue for Web 2.0 services. In order to understand why website users are willing to pay for online contents, this study explored the factors that influence users’ decisions to pay for subscriptions online. Eleven important variables were identified, and a survey was conducted to group them into three factors representing the aspects of general service, Web 2.0, and Web 1.0, respectively. As a result, the willingness to pay for subscriptions was classified with a high degree of accuracy. In addition, a Web 2.0 site which charged its heavy users subscription fees provided samples for the second survey. The research construct was validated and the paying members were successfully distinguished from regular members. The results show that the aspects of general service, Web 2.0, and Web 1.0 are all important factors; of these the Web 2.0 aspect had the highest impact on the decision of whether or not to pay for subscriptions. Furthermore, implications for management in operating Web 2.0 websites are discussed and suggestions are provided.
Relation:	Total Quality Management & Business Excellence, 23(7-8), 891-912
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/14783363.2012.677305
DOI:	10.1080/14783363.2012.677305
Appears in Collections:	[企業管理學系] 期刊論文

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