Willingness to pay for web-based movie services

Consumers’ willingness to pay for digital adventure-oriented media in everyday life is an unexplored research field. In this study, willingness to pay and parts of the nomological network of willingness to pay is presented. Based on these theories, a survey among consumers of a web-based movie service is conducted. Results indicate that compatibility, observability and perceived enjoyment are the main antecedents of consumers’ intention to use web-based movie services. Mean willingness to pay for movies available at the web-based movie service were revealed to be 36.15 Kroner. Older users (40 years and older) were found to have a significant higher willingness to pay than young users (younger than 40 years).