N-스크린 환경 하에서 신문사의 통합형 플랫폼에 대한 사용자 지불의사 연구

Abstract

This paper investigated customers’ willingness to pay (WTP) for the integrated news platform, which is a paid digital news service provided by Korean newspapers. The integrated news platform has been widely employed and regarded as an alternative to recover dramatically decreasing sales of newspapers since N-Screen era began. This study employed a conjoint analysis to examine WTP for the integrated news platform and its attributes. According to the results, WPT for the integrated news platform was estimated as 4543.6 won, which is only 30.3% of the real price. Digitalized newspaper and premium news were found to be significant attributes explaining customers’ WTP. The results of this paper implies that present marketing strategies for the integrated news platform of Korean newspapers should be reconsidered and revised.