"Will they pay for it?" A conceptual framework for analyzing by Lucian Morariu

degree Thesis from the yr 2007 within the topic company economics - advertising, company conversation, CRM, marketplace study, Social Media, grade: 1,7, collage of Mannheim (Lehrstuhl für Allgemeine BWL und advertising and marketing I), 338 entries within the bibliography, language: English, summary: No different digital medium - actually, no different medium in any respect - has turn into a mass medium as quickly because the net did. in the beginning of 2008, there have been greater than 1.3 Billion clients on-line, which money owed for approximately one 5th of the area inhabitants. traditionally, the net has been conceptualized as a method of conversation. understanding its power, even though, it used to be quickly used for advertisement reasons besides. as well as that, there's a 3rd significant quarter that has lengthy been a massive pillar of net utilization: content material.

Much of the great progress of the web over the last decade will be defined by way of the truth that, except charges for using bandwith, content material and different companies on the net have often been provided at no cost, quite often financed via sales from web advertising. confronted with the burst of the net bubble and the revenues from online advertising breaking away, despite the fact that, on-line businesses began searching for other ways of producing sales. some of the most visible recommendations was once to begin charging shoppers without delay for the content material provided to them, which used to be a slightly major paradigm shift.

The photograph rising this present day is twofold: at the one hand, on-line shoppers who've grown conversant in loose companies and content material locate the chance of getting to pay for these quite appalling. nonetheless, there's proof that there's a minimum of a point of willingnes to pay for electronic content material between on-line shoppers.

These debatable findings exhibit that there's nonetheless much to be realized approximately enterprise versions, pricing concepts, and shopper attitudes in the direction of paid content material. it sort of feels as though on-line shoppers are certainly keen to pay for content material lower than definite situations, but there's a lot confusion approximately what those conditions are precisely. therefore, there's it sounds as if a good want for realizing on-line shoppers' habit and attitudes greater with a purpose to make extra exact judgements approximately whilst and the way to place a value tag on electronic content material on-line.

This ebook intends to bridge this hole. even though, the focal point of isn't really on opting for the optimum pricing method for prone of electronic content material. as an alternative, through adopting a shopper habit point of view, it develops a conceptual framework that identifies the most elements influencing shoppers' willingness to pay for electronic content material in an internet context and hence deepens the knowledge of the way a company's particular pricing judgements impact these factors.