Universität zu Köln

O'Brien, Daniel ORCID: 0000-0002-5836-5972 (2022). Free lunch for all? - A path analysis on free mentality, paying intent and media budget for digital journalism. J. Media Econ., 34 (1). S. 29 - 62. ABINGDON: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD. ISSN 1532-7736

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Abstract

The advertising-based business model of journalism is under massive economic pressure. Thus, paid online content is becoming increasingly important for publishers. However, most consumers refuse to pay for online content at all. Free mentality, the consumer's aversion to accept any price point other than zero, is discussed as one major reason. This paper is the first to empirically examine whether free mentality is associated with a reluctance to pay for online news. For this purpose, data of a comprehensive user survey in Germany (n = 1,004) was analyzed via ordered probit models and path analysis. Additionally, moderating effects with regards to free mentality and perceived value were examined. Results confirm low paying intent in the public and the role of free mentality therein. Beyond, free mentality significantly moderates the effect of perceived value on paying intent. The ideal of the Internet as disseminator of free ideas has a strong indirect effect on paying intent. Additionally, mandatory public service media fees in Germany pose another possible context-dependent rationale. This implies that the audience tends to perceive generic online goods akin to public goods. Thus, publishers must focus on the paying minority and the creation of added value via sufficient differentiation.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code O'Brien, Daniel UNSPECIFIED orcid.org/0000-0002-5836-5972 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-663696
DOI:	10.1080/08997764.2022.2060241
Journal or Publication Title:	J. Media Econ.
Volume:	34
Number:	1
Page Range:	S. 29 - 62
Date:	2022
Publisher:	ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Place of Publication:	ABINGDON
ISSN:	1532-7736
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language WILLINGNESS-TO-PAY; ONLINE NEWS; INFORMATION-TECHNOLOGY; BUSINESS MODEL; PRICE; ZERO; ACCEPTANCE; ATTITUDES; CONVERGENCE; PROBABILITY Multiple languages Communication; Economics Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/66369