3. Motives for Digital Content Consumption

The chapter 'Motives for Digital Content Consumption' delves into the two primary payment models utilized by digital content platforms: merchant-set pricing and pay-what-you-want (PWYW). While the former involves fixed pricing, the latter empowers consumers to determine their own payment amount. The focus on PWYW pricing reveals its potential advantages, such as cost-effective alternatives to anti-piracy measures. The chapter examines various factors influencing PWYW behavior, including buyer-related factors like gender and loyalty, seller-related factors, and context-related factors such as external reference prices and payment timing. Additionally, it explores the social motivations driving digital content consumption and the role of social norms in shaping consumer behavior. The analysis combines theoretical foundations with empirical data, offering a comprehensive understanding of the factors that drive digital content consumption and the strategic use of PWYW pricing.