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An empirical study of customer adoption of fee -based online content services

Jeongil Choi, University of Nebraska - Lincoln


The proliferation of the Internet has provided various new business opportunities. Despite its popularity and potential for extensive growth, the fee-based online content service as a business model is struggling to firmly establish itself. Therefore, this study is intended to identify the factors that influence customers' adoption of the fee-based online content services. ^ Up to now, most information systems (IS) research has been focused on explaining new information technology or systems. Therefore, this study will present the theoretical framework for which online services will contribute to the adoption and application of such services. ^ Based on theories and findings from various fields, this research attempts to answer the following questions: (a) Does cost really matter in adopting the fee-based online content services? (b) What are salient factors that explain customer adoption in the context of online content services provision? ^ Innovation diffusion theory, the technology acceptance model, social exchange theory, and the model of attitude and attitude change from social psychology are all integrated to develop a research model in this study. ^ This study hypothesized that (1) perceived consequences, ease of use, social factors, satisfaction, and alternatives affect customers' adoption of the fee-based online contents service, and (2) there are differences among groups according to the type of online content and the existence of previous usage. ^ The result of this study indicated that the existence of an alternative free online content service plus ease of use and access do not significantly affect customers' adoption. This result suggests that online content providers need to segment buyers according to their needs and preferences, and execute their focused market strategy. ^

Subject Area

Business Administration, Management

Recommended Citation

Choi, Jeongil, "An empirical study of customer adoption of fee -based online content services" (2004). ETD collection for University of Nebraska - Lincoln. AAI3159537.