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온라인 뉴스 콘텐츠의 휴리스틱-체계적 속성 간 상대적 중요도 분석: PWYW 지불모델을 중심으로
  • 이형주 ;
  • 이철 ;
  • 양성병
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Publication Year
2018-06
Journal
인터넷전자상거래연구
Publisher
한국인터넷전자상거래학회
Citation
인터넷전자상거래연구, Vol.18 No.3, pp.165-185
Keyword
Online News ContentPWYW Payment ModelReader’s Voluntary PaymentHeuristic-Systematic ModelConjoint Analysis
Abstract
The recent advances of smart devices such as smartphones and tablet PCs have allowed people to access to news content in real time. Today’s news readers are consuming news content more through various online channels, such as social media platforms and web portals, than traditional newspapers or TV broadcasts. However, this changing trend of online news consumption has made people (news consumers) accustomed to the free use of news content, and thus, online new providers are having difficulty in monetizing. The PWYW (Pay-What-You-Want) payment model, which allows readers to choose payment and its amount for their favorite article, has been introduced as an alternative profit model. Therefore, in this study, for a successful settlement of the PWYW model, we examined the comparative importance of heuristic-systematic attributes affecting news content readers’ voluntary payment. The comparative importance of attributes was assessed based on the result of a conjoint analysis with 314 news articles collected from a domestic online news content provider (i.e., Ohmynews.com) in which the PWYW payment model had been successfully adopted. Results show that ‘Share Articles’, ‘Article Length’, and ‘Article Readability’ are found to be important attributes among others. Overall, heuristic attributes are considered more important than systematic attributes.
ISSN
1598-1983
Language
Kor
URI
https://aurora.ajou.ac.kr/handle/2018.oak/34815
DOI
https://doi.org/10.37272/JIECR.2018.06.18.3.165
Type
Article
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