Interest And Motivation for The Paid Online Media Services Within A Defined Target Group
Interest And Motivation for The Paid Online Media Services Within A Defined Target Group

Summary/Abstract: Internet has historically created an illusion of a free online content consumption. However, production of text, pictures, audio, and video formats mean time and financial costs for a producer and one option how to cover them is the payment from the final content consumers, similar to as in offline media. The main aim of the article is to discover interest and motivators to pay for online media services and content within a defined target group. The research focused on the university students, especially because they represent a new generation of the internet consumers who understand a value of content, however they mostly have only limited financial possibilities due to lack of the income from a regular work. A questionnaire was used as a primary research method. Results of the research show that university students are willing to pay only for selected forms of content on the internet and a decision is determined by several motivators. The findings are useful for the online content producers, who can modify their products and payment options to meet motivators of potential customers and also for the researchers focused on the area.

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