Key Success Factors on Website Charging Strategy—Influences of Website Attributes and User’s Willingness-to-Pay

• Main Authors: Chia-ta Tung, 董佳達
• Other Authors: Chi-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/75283891751243741803

碩士 === 國立中山大學 === 企業管理學系研究所 === 98 === In the beginning of internet development, the advertising revenue is the most important income of a website. After the burst of internet bubbles, some scholars mentioned that the information content is priced and user-charged. Nowadays, because of the broadband network, users spend less money and more time in connecting to internet. The owners of websites also find out more online business models for earning advertising fee, recharging fee, transacting fee and license fee from customers and providers. This research intends to discuss what difference in website attributes between chargeable websites and free website and what kinds of service and content are attractive to users’ willing to pay. Based on previous studies, this research concludes six website attributes: fit to purpose, ease of use, interaction, personalization, customization and trust. The 85 samples are the most popular websites in Taiwan and some experts scored their six website attributes, website awareness and competitive situation. After discriminant analysis, the result indicates that personalization, interaction and trust are discriminative between different chargeable models. Besides, an online questionnaire survey is used to know users’ experience and willing to pay. There are three kinds of principle component after factor analysis: efficiency, design and personalization. The managers of websites can make their pricing strategy by measuring this attributes and factors.