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Professor Geneviève Bassellier zu Forschungsaufenthalt am BAS-Lehrstuhl

Forschungsvortrag am 18.06.2015 um 17:00 Uhr im Regionalzentrum Frankfurt

Professor Geneviève Bassellier, PhD, Associate Professor of Information Systems an der Desautels Faculty of Management der McGill University in Montreal, Kanada, weilt diese Woche für einen Forschungsaufenthalt am BAS-Lehrstuhl. Gemeinsam mit Professor Bassellier arbeiten wir an Forschungsprojekten zu IT-Adoption.

Im Rahmen ihres Forschungsaufenthalts wird Professor Bassellier des Weiteren einen Vortrag zum Thema "Another dime in the jukebox? A study of motivators of prosocial behavior to support online music" halten. Die Veranstaltung findet am Donnerstag, 18.06.2015, um 17:00 Uhr im Regionalzentrum Frankfurt im Raum "Kaiserdom" statt. Der Vortrag ist öffentlich. Um Anmeldung via E-Mail wird gebeten.

Zusammenfassung: Understanding users' motivations to pay for digital goods is becoming increasingly important in a context where individuals are able to consume such goods for free. This study looks at the impact of building an online community to stimulate consumers’ pro-social behavior and support providers of digital goods. Drawing from prior research showing that members of an online community are motivated by both altruism and self-interest when making a decision to contribute to a site, we use a survey-based experiment to identify specific factors that impact a user’s payment decision in a pay-what-you-want pricing scheme for online music. Results of our conjoint analysis demonstrate that both altruism— the consumers’ decision to allocate a share of their payment to artists and to charity— and self-interest—consumers’ reputation and status gained within the community— play a role in a consumer’s decision to pay for digital goods. The most important factor in the payment decision is the inclusion of a charitable partner in the distribution of revenues while consumers were also willing to pay more for artists that are not well-established, supporting the role of both altruistic motivation factors. Results also reveal that one self-oriented motivation factor—status building— increases willingness to pay but displaying a user’s payment does not. Altogether, this study provides important implications for online music providers, as well as for artists operating in the current music environment by highlighting the importance of building an online community around the acquisition of digital goods. It provides an important step towards understanding what drives consumers to pay for digital goods that can also be accessed for free.