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Customer Willingness To Pay For Online Music: The Role Of Free Mentality | JECR
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This concept also significantly affects the development of e-commerce. However, despite the importance of this “free mentality” concept, a lack of systematic investigations inhibits our understanding of this issue. Based on the decomposed theory of planned behavior, this study focuses on free mentality and investigates its direct and interactive effects on the consumer’s attitude toward paying, which, in turn, affects the intention to pay for online music services. Data collected from 268 online music users illustrates the direct and negative impact of free mentality on attitude toward paying. The moderating role of free mentality on the relationship between perceived Free mentality, a strong belief that everything online should be free, has been ironed into people’s minds. This concept also significantly affects the development of e-commerce. However, despite the importance of this “free mentality” concept, a lack of systematic investigations inhibits our understanding of this issue. Based on the decomposed theory of planned behavior, this study focuses on free mentality and investigates its direct and interactive effects on the consumer’s attitude toward paying, which, in turn, affects the intention to pay for online music services. Data collected from 268 online music users illustrates the direct and negative impact of free mentality on attitude toward paying. The moderating role of free mentality on the relationship between perceived </div></div></section><section class="field field-name-field-paper-key-word field-type-taxonomy-term-reference field-label-inline clearfix view-mode-full"><h2 class="field-label">Key Word: </h2><ul class="field-items"><li class="field-item even"><a href="/taxonomy/term/758" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Free Mentality</a></li><li class="field-item odd"><a href="/taxonomy/term/759" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">Decomposed Theory of Planned Behavior</a></li><li class="field-item even"><a href="/taxonomy/term/437" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">online music</a></li><li class="field-item odd"><a href="/taxonomy/term/501" typeof="skos:Concept" property="rdfs:label skos:prefLabel" datatype="">willingness to pay</a></li></ul></section><section class="field field-name-field-issue-published-date field-type-datetime field-label-inline clearfix view-mode-full"><h2 class="field-label">Published Date: </h2><div class="field-items"><div class="field-item even"><span class="date-display-single" property="dc:date" datatype="xsd:dateTime" content="2013-11-01T00:00:00+08:00">November, 2013</span></div></div></section><section class="field field-name-field-paper-full-file field-type-file field-label-above view-mode-full"><h2 class="field-label">Full File: </h2><div class="field-items"><div class="field-item even"><span class="file"><img class="file-icon" alt="PDF icon" title="application/pdf" src="/modules/file/icons/application-pdf.png" /> <a href="http://www.jecr.org/sites/default/files/14_4_p03.pdf" type="application/pdf; length=288609" title="14_4_p03.pdf">Customer Willingness To Pay For Online Music: The Role Of Free Mentality</a></span></div></div></section> </div> <span property="dc:title" content="Customer Willingness To Pay For Online Music: The Role Of Free Mentality" class="rdf-meta element-hidden"></span></article> </div> </div> <!-- Feed icons (RSS, Atom icons etc --> </section> <!-- /main-content --> </div> </div> <!-- /content-column --> </div> </div> <!-- /columns --> <!-- four-4x25 Gpanel --> <footer id="footer" class="clearfix" role="contentinfo"> <div id="footer-inner" class="clearfix"> <div class="region region-footer"><div class="region-inner clearfix"><div id="block-block-2" class="block block-block no-title odd first last block-count-3 block-region-footer block-2" ><div class="block-inner clearfix"> <div class="block-content content"><p class="rtecenter">JOURNAL OF ELECTRONIC COMMERCE RESEARCH</p> <p class="rtecenter">College of Business  -  California State University Long Beach </p> <p class="rtecenter">1250 Bellflower Blvd, Long Beach, CA 90840</p> <br> <p class="rtecenter">Hosted & Printed by College of Commerce, National Chengchi University</p> <p class="rtecenter">64, Sec. 2, ZhiNan Rd., Taipei, Taiwan 11605</p> </div> </div></div></div></div> <p class="attribute-creator"><small class="attribution">Premium Drupal Theme by <a href="http://adaptivethemes.com">Adaptivethemes.com</a></small></p> </div> </footer> </div> <!-- /page --> </div> <!-- /texture overlay --> </body> </html>