| Popis: |
In an increasingly competitive environment, it becomes more and more difficult to earn money with digital content. Nevertheless, companies have to think about fee-based business models online to deal with changing environmental conditions (e.g., online newspaper providers). One way to earn money in a digital environment is a price introduction for content that was previously provided free of charge. When companies change their business model from free to paid content—also known as “free-to-fee switch”—it is generally an unexpected transition for customers; consequently, their willingness to pay is often low due to consumers’ “for free” mentality regarding content on the Internet (Sjovaag 2015). In this regard, the manner of free-to-fee switches as well as the characteristics of the business model after the price is introduced (e.g., design of a preview version) are essential for companies’ success. |
