Effects of motivations for news consumption on intention to purchase paid news service in the changing news media environment

초록

This study examined the effects of motivations for news consumption on paying intention for paid news services, highlighting the mediating role of news use behavior and news dependency. The study found that the motivation of surveillance was negatively associated with paying intention, while the motivation of entertainment was positively associated with the outcome variable. The negative association between the motivation of surveillance and paying intention is different from the findings of previous studies. It implies that for those who consume news with the motivation of surveillance, news service could be perceived as a given, and thus, they are not willing to pay for the traditional function of news. This is an important finding and contribution, considering that the study elaborated on which motivation was linked to the outcome variable and in what direction. In addition, the study's findings ask the news industry and news practitioners to make the balance between the news function of information provision and that of entertainment not only to maintain the traditional value of news but also to maximize news consumers' willingness to pay for paid news service.

키워드