nach oben

Erschienen in:

2023 | OriginalPaper | Buchkapitel

8. Dynamics of Digital Content Consumption and Social Norm

verfasst von : Xuejing Ma

Erschienen in: Social Influence on Digital Content Contribution and Consumption

Verlag: Springer Nature Singapore

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

This chapter examines the evolution of users’ digital content consumption behavior over time. Our empirical analysis indicates a decreasing trend in users’ payment for digital content. We delve into the underlying mechanism and confirm the explanation of the substitution effect. We also explore the potential use of social influence to alleviate the decline in content payments and discover that social norms can serve as a tool to mitigate the decrease in digital content consumption over time, as users tend to increase their payments when they observe others making large payments.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Social Interaction and Digital Content Consumption

Nächstes Kapitel Conclusion Summary

https://www.bbc.com/news/uk-england-33609867.

https://medium.com/@nidhi.titus/radiohead-adopting-pay-what-you-want-pricing-fdee5087172a#:~:text=PWYW%20pricing%20strategy%20would%20not,the%20offer%20while%20it%20lasts.

https://www1.hkexnews.hk/listedco/listconews/sehk/2021/0205/sehk21011501424.pdf.

https://www.grandviewresearch.com/industry-analysis/video-streaming-market#:~:text=The%20global%20video%20streaming%20market,to%20boost%20the%20market%20growth.

https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/the-future-of-video-viewing/.

https://www.nyc-arts.org/collections/35/free-museum-days-or-pay-what-you-wish.

http://content.time.com/time/arts/article/0,8599,1666973,00.html.

https://www.theguardian.com/travel/2014/jan/28/pay-what-you-want-restaurants-around-world.

In the main analysis, we provide both day-level and session-level results, which are presented in the Sects. 5.2 and 5.3, respectively.

Watching behavior that lasts less than one minute is excluded in the analysis.

To present the long-term dynamics of viewers’ behavior patterns, Fig. 8.3 focuses on viewers who were still active, i.e., ever watched live videos, during the last 30 days in the observational period.

Our data are aggregated by day, and thus, a viewer’ multiple viewing sessions of the same broadcaster on the same day will be aggregated into one observation. Therefore, the variable WatchSession, measuring the number of live sessions watched by a viewer on a certain day, is actually the number of broadcasters watched by a viewer on a certain day. As a result, we think this variable can test for variety seeking.

Agerström, J., Carlsson, R., Nicklasson, L., & Guntell, L. (2016). Using descriptive social norms to increase charitable giving: The power of local norms. Journal of Economic Psychology, 52, 147–153. https://doi.org/10.1016/j.joep.2015.12.007CrossRef

Alpizar, F., Carlsson, F., & Johansson-Stenman, O. (2008). Anonymity, reciprocity, and conformity: Evidence from voluntary contributions to a national park in Costa Rica. Journal of Public Economics, 92(5–6), 1047–1060. https://doi.org/10.1016/j.jpubeco.2007.11.004CrossRef

Andreoni, J. (1989). Giving with impure altruism: Applications to charity and Ricardian equivalence. Journal of Political Economy, 97(6), 1447–1458.CrossRef

Andreoni, J. (1990). Impure altruism and donations to public goods: A theory of warm-glow giving. The Economic Journal, 100(401), 464. https://doi.org/10.2307/2234133CrossRef

Best, R. J. (2013). Market-based management: Strategies for growing customer value and profitability (6th ed). Pearson.

Burtch, G., Ghose, A., & Wattal, S. (2013). An empirical examination of the antecedents and consequences of contribution patterns in crowd-funded markets. Information Systems Research, 24(3), 499–519. https://doi.org/10.1287/isre.1120.0468CrossRef

Chen, Y., Koenigsberg, O., & Zhang, Z. J. (2017). Pay-as-you-wish pricing. Marketing Science, 36(5), 780–791. https://doi.org/10.1287/mksc.2017.1032CrossRef

Christopher, R. M., & Machado, F. S. (2019). Consumer response to design variations in pay-what-you-want pricing. Journal of the Academy of Marketing Science, 47(5), 879–898. https://doi.org/10.1007/s11747-019-00659-5CrossRef

Cornelli, F. (1996). Optimal selling procedures with fixed costs. Journal of Economic Theory, 71(1), 1–30.CrossRef

Dawes, J. G., Graham, C., & Trinh, G. (2021). The long-term erosion of repeat-purchase loyalty. European Journal of Marketing, 55(3), 763–789. https://doi.org/10.1108/EJM-01-2018-0042CrossRef

Feinberg, F. M., Kahn, B. E., & McAlister, L. (1992). Market share response when consumers seek variety. Journal of Marketing Research, 29(2), 227. https://doi.org/10.2307/3172572CrossRef

Feldhaus, C., Sobotta, T., & Werner, P. (2019). Norm uncertainty and voluntary payments in the field. Management Science, 65(4), 1855–1866. https://doi.org/10.1287/mnsc.2017.2937CrossRef

Gautier, P. A., & van der Klaauw, B. (2012). Selection in a field experiment with voluntary participation. Journal of Applied Econometrics, 27(1), 63–84. https://doi.org/10.1002/jae.1184CrossRef

Givon, M., & Horsky, D. (1990). Untangling the effects of purchase reinforcement and advertising carryover. Marketing Science, 9(2), 171–187. JSTOR.

Gneezy, A., Gneezy, U., Nelson, L. D., & Brown, A. (2010). Shared social responsibility: A field experiment in pay-what-you-want pricing and charitable giving. Science, 329(5989), 325–327. https://doi.org/10.1126/science.1186744CrossRef

Gneezy, A., Gneezy, U., Riener, G., & Nelson, L. D. (2012). Pay-what-you-want, identity, and self-signaling in markets. Proceedings of the National Academy of Sciences, 109(19), 7236–7240. https://doi.org/10.1073/pnas.1120893109CrossRef

Heckman, J. J. (1979). Sample selection bias as a specification error. Econometrica, 47(1), 153. https://doi.org/10.2307/1912352CrossRef

Hüttel, B. A., Schumann, J. H., Mende, M., Scott, M. L., & Wagner, C. J. (2018). How consumers assess free e-services: The role of benefit-inflation and cost-deflation effects. Journal of Service Research, 21(3), 267–283. https://doi.org/10.1177/1094670517746779CrossRef

Jang, H., & Chu, W. (2012). Are Consumers acting fairly toward companies?: An examination of pay-what-you-want pricing. Journal of Macromarketing, 32(4), 348–360. https://doi.org/10.1177/0276146712448193CrossRef

Johnson, J. W., & Cui, A. P. (2013). To influence or not to influence: External reference price strategies in pay-what-you-want pricing. Thought Leadership in Brand Management II, 66(2), 275–281. https://doi.org/10.1016/j.jbusres.2012.09.015CrossRef

Jung, M. H., Nelson, L. D., Gneezy, U., & Gneezy, A. (2017). Signaling virtue: Charitable behavior under consumer elective pricing. Marketing Science, 36(2), 187–194. https://doi.org/10.1287/mksc.2016.1018CrossRef

Kim, J.-Y., Natter, M., & Spann, M. (2009). Pay what you want: A new participative pricing mechanism. Journal of Marketing, 73(1), 44–58. https://doi.org/10.1509/jmkg.73.1.044CrossRef

Kunter, M. (2015). Exploring the Pay-What-You-Want payment motivation. Journal of Business Research, 68(11), 2347–2357. https://doi.org/10.1016/j.jbusres.2015.03.044CrossRef

Lampel, J., & Bhalla, A. (2007). The Role of status seeking in online communities: Giving the gift of experience. Journal of Computer-Mediated Communication, 12(2), 434–455. https://doi.org/10.1111/j.1083-6101.2007.00332.xCrossRef

Lee, J. E. (2019). Plausible versus implausible tensile price claim: Selective accessibility model approach: LEE. Psychology & Marketing, 36(1), 57–71. https://doi.org/10.1002/mar.21157CrossRef

Levitt, S. D. (2006). White-collar crime writ small: A case study of bagels, donuts, and the honor system. The American Economic Review, 96(2), 290–294. JSTOR.

Li, R., Lu, Y., Ma, J., & Wang, W. (2021). Examining gifting behavior on live streaming platforms: An identity-based motivation model. Information & Management, 58(6), 103406. https://doi.org/10.1016/j.im.2020.103406CrossRef

Lin, Y., Yao, D., & Chen, X. (2021). Happiness begets money: Emotion and engagement in live streaming. Journal of Marketing Research, 58(3), 417–438. https://doi.org/10.1177/00222437211002477CrossRef

Lu, S., Yao, D., Chen, X., & Grewal, R. (2021). Do Larger audiences generate greater revenues under pay what you want? Evidence from a live streaming platform. Marketing Science, 40(5), 964–984. https://doi.org/10.1287/mksc.2021.1292CrossRef

Machado, F. M., & Sinha, R. K. (2013). The viability of pay what you want pricing.

Mak, V., Zwick, R., Gary, A., Graduate, A., & Rao, A. (2010). “Pay what you want” as a profitable pricing strategy: Theory and experimental evidence. Working Paper.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308CrossRef

Natter, M., & Kaufmann, K. (2015). Voluntary market payments: Underlying motives, success drivers and success potentials. Journal of Behavioral and Experimental Economics, 57, 149–157. https://doi.org/10.1016/j.socec.2015.05.008CrossRef

Niemand, T., Mai, R., & Kraus, S. (2019). The zero-price effect in freemium business models: The moderating effects of free mentality and price–quality inference. Psychology & Marketing, 36(8), 773–790. https://doi.org/10.1002/mar.21211CrossRef

Prendergast, C., & Stole, L. (2001). The non-monetary nature of gifts. European Economic Review, 45(10), 1793–1810. https://doi.org/10.1016/S0014-2921(00)00102-1CrossRef

Regner, T., & Barria, J. A. (2009). Do consumers pay voluntarily? The case of online music. Journal of Economic Behavior & Organization, 71(2), 395–406. https://doi.org/10.1016/j.jebo.2009.04.001CrossRef

Riener, G., & Traxler, C. (2012). Norms, moods, and free lunch: Longitudinal evidence on payments from a Pay-What-You-Want restaurant. The Journal of Socio-Economics, 41(4), 476–483. https://doi.org/10.1016/j.socec.2011.07.003CrossRef

Romano, R. E. (1991). When excessive consumption is rational. The American Economic Review, 81(3), 553–564. JSTOR.

Roy, R., Rabbanee, F. K., & Sharma, P. (2016). Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing. European Journal of Marketing, 50(5/6), 816–837. https://doi.org/10.1108/EJM-10-2014-0609CrossRef

Roy, R., Sharma, P., Chan, R. Y. K., & Potdar, V. (2021). Exploring the role of spotlight effect in pay-what-you-want (PWYW) pricing—An anchoring and adjustment perspective. Psychology & Marketing, 38(5), 866–880. https://doi.org/10.1002/mar.21474CrossRef

Schmidt, K. M., Spann, M., & Zeithammer, R. (2015). Pay what you want as a marketing strategy in monopolistic and competitive markets. Management Science, 61(6), 1217–1236. https://doi.org/10.1287/mnsc.2014.1946CrossRef

Schons, L. M., Rese, M., Wieseke, J., Rasmussen, W., Weber, D., & Strotmann, W.-C. (2014). There is nothing permanent except change—Analyzing individual price dynamics in “pay-what-you-want” situations. Marketing Letters, 25(1), 25–36. https://doi.org/10.1007/s11002-013-9237-2CrossRef

Shang, J., & Croson, R. (2009). A field experiment in charitable contribution: The impact of social information on the voluntary provision of public goods. The Economic Journal, 119(540), 1422–1439. https://doi.org/10.1111/j.1468-0297.2009.02267.xCrossRef

Sharma, P., Roy, R., & Rabbanee, F. K. (2020). Interactive effects of situational and enduring involvement with perceived crowding and time pressure in pay-what-you-want (PWYW) pricing. Journal of Business Research, 109, 88–100. https://doi.org/10.1016/j.jbusres.2019.11.078CrossRef

Soule, C. A. A., & Madrigal, R. (2015). Anchors and norms in anonymous pay-what-you-want pricing contexts. Journal of Behavioral and Experimental Economics, 57, 167–175. https://doi.org/10.1016/j.socec.2014.10.001CrossRef

Stangl, B., Kastner, M., & Prayag, G. (2017). Pay-what-you-want for high-value priced services: Differences between potential, new, and repeat customers. Journal of Business Research, 74, 168–174. https://doi.org/10.1016/j.jbusres.2016.10.030CrossRef

Umashankar, N., Bhagwat, Y., & Kumar, V. (2017). Do loyal customers really pay more for services? Journal of the Academy of Marketing Science, 45(6), 807–826. https://doi.org/10.1007/s11747-016-0491-8CrossRef

Viglia, G., Maras, M., Schumann, J., & Navarro-Martinez, D. (2019). Paying before or paying after? Timing and uncertainty in pay-what-you-want pricing. Journal of Service Research, 22(3), 272–284. https://doi.org/10.1177/1094670519835308CrossRef

Wang, C. X., Beck, J. T., & Yuan, H. (2021). The control-effort trade-off in participative pricing: How easing pricing decisions enhances purchase outcomes. Journal of Marketing, 85(5), 145–160. https://doi.org/10.1177/0022242921990351CrossRef

Warren, N., Hanson, S., & Yuan, H. (2021). Feeling manipulated: How tip request sequence impacts customers and service providers? Journal of Service Research, 24(1), 66–83. https://doi.org/10.1177/1094670519900553CrossRef

Titel: Dynamics of Digital Content Consumption and Social Norm
verfasst von: Xuejing Ma
Verlag: Springer Nature Singapore
Buch: Social Influence on Digital Content Contribution and Consumption
Print ISBN: 978-981-9967-36-0

Electronic ISBN: 978-981-9967-37-7

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-981-99-6737-7_8