Willingness to accept (WTA), willingness to pay (WTP), and the WTA/WTP disparity in Chinese social media platforms: Descriptive statistics and associations with personality and social media use

Abstract

The amount of money individuals were willing to accept (WTA) to discontinue using prominent Chinese social media platforms (WeChat/QQ), the willingness to pay (WTP) for using these platforms, as well as WTA/WTP disparities were investigated in between-groups and within-subjects design studies to examine their existence, size, and psychological correlates in the form of personality and social media use habits.Individuals were recruited at Chinese universities in three separate surveys. For between-groups investigations, four samples were investigated: WTA and WTP samples for investigations in the context of WeChat as well as WTA and WTP samples for QQ. For within-subjects investigations, individuals completed items on WTA and WTP for WeChat/QQ, the Big Five Inventory, time spent on WeChat/QQ, and the short Bergen Social Media Addiction Scale. Two samples providing data on WeChat and QQ, respectively, were investigated.Across study designs and for both WeChat and QQ we found evidence for high WTA and comparatively low WTP scores, thus, large WTA/WTP disparities. Individual differences in the disparities were negatively associated with Openness across social media platforms. The results reveal a generally low acceptance to pay for social media use, which is important against the background of discussions on monetary payment models. Moreover, a complex interplay between individual characteristics, characteristics of the service, and how and why the service is used seems to underly WTA and the WTA/WTP disparity. Finally, methodological implications of the present results for forthcoming studies assessing valuation (WTA, WTP) in the context of social media are discussed.