Abstract
Although content sharing on the Internet used to be free of charge, increasing numbers of customers are willing to pay for shared online content. However, little is known about whether, when, and why the price of shared content affects the benefits of sharer. Using a secondary data analysis and two lab experiments, this paper examines the effect of content pricing on content sales and customer satisfaction. The results indicate that content price has a divergent impact on sales and customer satisfaction. Specifically, an increase in content price improves sales but hurts customer satisfaction for certified sharers; an increase in content price hurts sales but improves customer satisfaction for non-certified sharers. Thus, content sharers cannot use the pricing mechanism to simultaneously enjoy high sales (fortune) and high customer satisfaction (prestige), and they need the trade-off between sales and customer satisfaction. These findings have theoretical and managerial implications for content sharing.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
