Newspaper Micropayments: Sindik Research Presentation

Amy Sindik,, 1st year doctoral student at University of Georgia, presents "Newspaper Micropayments: Adoption Factors and Influences." As newspaper profits continue to fall, attention is returning to a micropayment model that charges readers a per article fee for online newspaper content. Using brand loyalty and uses and gratifications scales, this study surveyed undergraduate students to find out their general willingness to adopt micropayments. More than one-third of the undergraduate students surveyed indicated that they would pay to read online newspaper content. The study found that brand loyalty increases user likelihood to adopt micropayments for online newspapers, but the uses and gratifications associated with reading online newspapers did not increase the willingness to adopt micropayments. This research was conducted as a part of Dr. Kaye Sweetser's fall 2009 JRMC 8010 graduate Research Methods class at UGA's Grady College. Her final research report is at http://podcasting.gcsu.edu/4DCGI/Podcasting/UGA/Episodes/31702/16476.pdf

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Education

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• grady
• uga
• gradycollege
• jrmc8010
• research
• AmySindik
• newspaper
• micropayments
• payforcontent