Passive, Active, or Co-Active? The Link Between Synchronous User Participation and Willingness to Pay for Premium Options

Simple item page
dc.contributor.authorBründl, Simon
dc.date.accessioned2017-12-28T00:37:09Z
dc.date.available2017-12-28T00:37:09Z
dc.date.issued2018-01-03
dc.description.abstractSocial media-enabled business models have transformed the content industry. To increase users’ willingness to pay (WTP), many of today’s content providers have changed from mere content provision towards offering social content experiences. Recent research has confirmed that users’ participation activities, e.g. commenting on content, increase the WTP for social content services’ premium options. So far, social content has been available predominantly on-demand, only allowing asynchronous user participation. Recently, social live content services emerged, which facilitate synchronous user participation and enable so-called co-active behavior. With this study, we conceptualize co-active behavior as the interplay between users while co-experiencing content together, and empirically show that co-active behavior has a stronger effect on WTP for premium options than the classic forms of passive and active behavior. Our work provides theoretical contributions on the WTP for social content as well as implications for the management of social content services.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2018.063
dc.identifier.isbn978-0-9981331-1-9
dc.identifier.urihttp://hdl.handle.net/10125/49950
dc.language.isoeng
dc.relation.ispartofProceedings of the 51st Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Media and e-Business Transformation
dc.subjectCo-Active Behavior, Freemium, Social Live Content, Social Media, Willingness to Pay
dc.titlePassive, Active, or Co-Active? The Link Between Synchronous User Participation and Willingness to Pay for Premium Options
dc.typeConference Paper
dc.type.dcmiText

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
paper0063.pdf
Size:
645.55 KB
Format:
Adobe Portable Document Format
Download

Collections

Social Media and e-Business Transformation