Paper or screen – differences in customer preferences and willingness to pay between traditional and digital content services

Berger, Benedikt ; Matt, Christian ; Steininger, Dennis M. ; Hess, Thomas

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Document Type: Conference or workshop publication
Year of publication: 2015
Book title: 2015 48th Hawaii International Conference on System Sciences (HICSS 2015) : Kauai, Hawaii, USA, 5 - 8 January 2015 ; proceedings
Page range: 3384-3393
Date of the conference: 5–8 January 2015
Publisher: Bui, Tung X.
Place of publication: Piscataway, NJ
Publishing house: IEEE
ISBN: 978-1-4799-7368-2 , 978-1-4799-7367-5
Publication language: English
Institution: Außerfakultäre Einrichtungen > Institut für Mittelstandsforschung (ifm)
Subject: 070 News media, journalism, publishing
650 Management
Abstract: The digitalization and the diffusion of connected mobile devices have urged media companies to deliver their content in digital formats such as apps. We evaluate differences in customers' preferences and willingness to pay between traditional and digital content services conducting an adaptive conjoint analysis. Within this analysis we compare subscriptions to a printed newspaper with subscriptions to the website, e-paper, smartphone app or tablet app of this newspaper. Our results show that customers still prefer the printed newspaper over any digital format. The acceptance of digital newspaper formats depends on device ownership but the website is most popular in general. Our findings have profound implications for multi-platform publishing strategies. Content providers have to examine carefully in in which situations their products might be used and which devices their potential customers own in order to choose the right formats and prices.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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