作者：Berger, Benedikt; Matt, Christian; Steininger, Dennis M.; Hess, Thomas
作者单位：University of Munich; University of Mannheim; University of Augsburg
摘要：While consumption of content in offline formats continues to decline, many providers are still struggling to monetize their content online, because consumers' willingness to pay (WTP) for content in online formats is low. The availability of free content on the Internet is often considered the primary reason for this issue. However, we hold that the lower WTP is also related to a lower appraisal of online formats per se. Using a conjoint analysis and the example of newspaper subscriptions, we ...
