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Motives for Digital Content Consumption

In: Social Influence on Digital Content Contribution and Consumption

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  • Xuejing Ma

    (East China Normal University)

Abstract

This chapter first focuses on the pay-what-you-want (PWYW) pricing strategy, which has gained popularity among digital content platforms. We explore the concept of PWYW, identify factors that can influence PWYW behavior, and discuss the implications of this pricing strategy. The chapter also examines the social motivations that drive digital content consumption and provides a comprehensive literature review, laying the theoretical groundwork for the empirical analysis presented in Part III. The chapter aims to enhance our understanding of the factors that drive digital content consumption and explores how PWYW and other pricing strategies can be utilized to incentivize consumers to engage with digital content.

Suggested Citation

  • Xuejing Ma, 2023. "Motives for Digital Content Consumption," Management for Professionals, in: Social Influence on Digital Content Contribution and Consumption, chapter 0, pages 41-59, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-99-6737-7_3
    DOI: 10.1007/978-981-99-6737-7_3
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