Journal of Science, S. 3 (2017)

Cỡ chữ:  Nhỏ  Vừa  Lớn

Factors influencing the willingness-topay of internet users in Vietnam for the fee-based online contents

NGUYEN THUY QUYNH LOAN, TRAN VU HOANG LONG

Tóm tắt


    The aim of this study is to identify key factors that influence the willingness-to-pay (WTP) of the Internet usersin Vietnam for the fee-based online contents. The study collects 309 suitable questionnaires filled by internet usersover 18 years old and living in Vietnam, who frequently use online contents and have ideally made payment foronline contents. The analysis results indicate that the willingness-to-pay for the fee-based online contents ofVietnamese users are influenced by their attitudes toward paying and ethical self-efficacy for online piracy. Thestudy also identifies the antecedents of attitude, which include the perceived benefits of usefulness and enjoyment,the perceived sacrifice of the fee, social influences from other people, and especially the free mentality. The studythen suggests managerial implications to online content providers in enhancing WTP for the fee-based onlinecontents in Vietnam.    

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Journal of Science - Ho Chi Minh City Open University