Consumer attitudes toward digital newspaper subscriptions: factors affecting WTP
Feature of the impact of digitalization on the media industry. Transformations in the news market. The emergence of toll walls in online news content. Analysis of types of remuneration. WTP and consumer attitudes in various types of online newspapers.
| Рубрика | Маркетинг, реклама и торговля |
| Вид | дипломная работа |
| Язык | английский |
| Дата добавления | 18.07.2020 |
| Размер файла | 469,2 K |
Отправить свою хорошую работу в базу знаний просто. Используйте форму, расположенную ниже
Студенты, аспиранты, молодые ученые, использующие базу знаний в своей учебе и работе, будут вам очень благодарны.
H1c. In the comparison of people, women are more likely to have a high WTP for online newspapers than men.
H1d. In the comparison of people, those with higher level of educational qualification are more likely to have a high WTP for online newspapers than those with lower level of educational qualification.
Monthly income group, age group, gender, level of education, WTP for interests/hobbies, WTP for professional field, WTP for brand which is considered as well-known, WTP for a local online newspaper, WTP for a national online newspaper, WTP for an international online newspaper, WTP for a special interest online newspaper, WTP for a general interest online newspaper.
H2a. WTP is high for online newspapers that correspond to a person's interests or hobbies and professional field.
H2b. WTP is high for online newspapers that have a strong brand awareness for a person.
WTP for interests/hobbies, WTP for professional field, WTP for brand which is considered as well-known.
H3a. WTP for national and international online newspapers is higher that WTP for local online newspapers.
H3b. WTP for special interest online newspapers is higher than WTP for general interest online newspapers.
WTP for a local online newspaper, WTP for a national online newspaper, WTP for an international online newspaper, WTP for a special interest online newspaper, WTP for a general interest online newspaper.
Questionnaire
|
Questions |
Answers |
|
|
Do you currently have an online subscription to any of the newspapers? |
Yes No |
|
|
What is the maximum price you would be likely to pay per month for an online newspaper: That corresponds to your interests/hobbies That corresponds to your professional field Which brand you consider as well-known worldwide |
Less than $5 $5 - $10 $11 - $15 More than $15 |
|
|
What is the maximum price you would be likely to pay per month for: A local online newspaper (i.e., your town media) A national online newspaper An international online newspaper A special interest newspaper (that focuses on specific topics) A general interest newspaper (that covers a wide variety of topics, non-specialized) |
Less than $5 $5 - $10 $11 - $15 More than $15 |
|
|
What is your gender? |
Male Female Other |
|
|
What is your age7 |
Under 18 18-24 years old 25-34 years old 35-44 years old 45-54 years old Over 55 |
|
|
What is your highest level of education? |
Less than High School High School Associate Degree or Some College Bachelor`s Master`s Doctorate Professional Other |
|
|
Which of these describes your monthly income? |
$0 - $499 $500 - $999 $1000 - $1499 $1500 - $1999 $2000 - $2499 $2500 - $2999 $3000 - $3499 $3500 - $3999 $4000 - $4499 $4500 - $4999 $5000 + |
Figure 1. Distribution of data by factor affecting WTP
Figure 2. Distribution by gender
Figure 3. Distribution by level of education
Figure 4. Distribution by monthly income group
Figure 5. Distribution by age group
Figure 6. Distribution by presence of online subscriptions to any of the newspapers
Table 1 Correlation matrix for personal factors
|
correspondence to interests |
correspondence to prof.field |
brand as well-known |
||||
|
Spearman's rho |
correspondence to interests |
Correlation Coefficient |
1,000 |
,725** |
,868** |
|
|
Sig. (2-tailed) |
. |
,000 |
,000 |
|||
|
N |
385 |
385 |
385 |
|||
|
сorrespondence to prof.field |
Correlation Coefficient |
,725** |
1,000 |
,677** |
||
|
Sig. (2-tailed) |
,000 |
. |
,000 |
|||
|
N |
385 |
385 |
385 |
|||
|
brand as well-known |
Correlation Coefficient |
,868** |
,677** |
1,000 |
||
|
Sig. (2-tailed) |
,000 |
,000 |
. |
|||
|
N |
385 |
385 |
385 |
Table 2 Correlation matrix for different types of online newspapers
|
local |
national |
international |
special |
general |
||||
|
Spearman's rho |
local |
Correlation Coefficient |
1,000 |
,794** |
,654** |
,539** |
,600** |
|
|
Sig. (2-tailed) |
. |
,000 |
,000 |
,000 |
,000 |
|||
|
N |
385 |
385 |
385 |
385 |
385 |
|||
|
national |
Correlation Coefficient |
,794** |
1,000 |
,812** |
,614** |
,736** |
||
|
Sig. (2-tailed) |
,000 |
. |
,000 |
,000 |
,000 |
|||
|
N |
385 |
385 |
385 |
385 |
385 |
|||
|
international |
Correlation Coefficient |
,654** |
,812** |
1,000 |
,634** |
,739** |
||
|
Sig. (2-tailed) |
,000 |
,000 |
. |
,000 |
,000 |
|||
|
N |
385 |
385 |
385 |
385 |
385 |
|||
|
special |
Correlation Coefficient |
,539** |
,614** |
,634** |
1,000 |
,756** |
||
|
Sig. (2-tailed) |
,000 |
,000 |
,000 |
. |
,000 |
|||
|
N |
385 |
385 |
385 |
385 |
385 |
|||
|
general |
Correlation Coefficient |
,600** |
,736** |
,739** |
,756** |
1,000 |
||
|
Sig. (2-tailed) |
,000 |
,000 |
,000 |
,000 |
. |
|||
|
N |
385 |
385 |
385 |
385 |
385 |
|||
Размещено на Allbest.ru
...Подобные документы
Definition and classification of marketing communications, their variety and comparative characteristics. Models of formation of enterprise marketing, evaluation of their efficiency, structure and components. Factors influencing consumer behavior.
презентация [2,7 M], добавлен 25.11.2015Overview of literature on standardization and adaptation of advertising: their main task, advantages and disadvantages. Trends in consumer behavior in Russia. Distribution media advertising budgets in the country, the laws and rules regarding promotion.
курсовая работа [36,5 K], добавлен 05.09.2011The current status of our business. Products and services. Benefits of location and challenges. Number of patients who received dental services in 2013. Impact from industry changes. Market description and characteristics. Market niche and share.
бизнес-план [302,5 K], добавлен 02.10.2014A detailed analysis of lexical-semantic features of advertising in the World Wide Web. Description of verbal and nonverbal methods used in online advertising. Bringing a sample website hosted on its various banners and advertisements to consumers.
дипломная работа [99,7 K], добавлен 10.04.2011Getting to know the sources of competitive advantage. Consideration of the characteristics of the implementation of the marketing strategy. Characteristics of branding forms: corporate, emotional, digital. Analysis of the online advertising functions.
курсовая работа [66,3 K], добавлен 09.02.2016Public service advertising, types of advertising. Media and advertising approaches, influencing and conditioning. Dependency of the media and corporate censorship. Popular culture: definitions, institutional propagation, folklore, advertising and art.
курсовая работа [62,0 K], добавлен 03.03.2010Business plans are an important test of clarity of thinking and clarity of the business. Reasons for writing a business plan. Market trends and the market niche for product. Business concept, market analysis. Company organization, financial plan.
реферат [59,4 K], добавлен 15.09.2012Research tastes and preferences of consumers. Segmenting the market. Development of product concept and determine its characteristic. Calculating the optimal price at which the firm will maximize profits. Formation of optimal goods distribution.
курсовая работа [4,4 M], добавлен 09.08.2014History of Nokia, its role in the telecommunications market and impact on the international business. Exit closed companies to market. Foreign direct investment and business strategy. Mergers, acquisitions and co complex. Foreign Exchange impact on Nokia.
контрольная работа [29,8 K], добавлен 11.12.2010Study of possible types of the special advertising and its value on the example of the use different firms in the different areas of management. Determination of features of the special advertising depending on geography of business and market structure.
курсовая работа [28,4 K], добавлен 12.10.2010The collection and analysis of information with a view of improving the business marketing activities. Qualitative & Quantitative Research. Interviews, Desk Research, Test Trial. Search Engines. Group interviews and focus groups, Secondary research.
реферат [12,5 K], добавлен 17.02.2013Executive summary. Progect objectives. Keys to success. Progect opportunity. The analysis. Market segmentation. Competitors and competitive advantages. Target market segment strategy. Market trends and growth. The proposition. The business model.
бизнес-план [2,0 M], добавлен 20.09.2008Crisis in Russia and international tobacco enterprises. International tobacco companies in the Russian market. Рroper suggestions with the purpose to adapt them to the Russian tobacco market in the new circumstances to maintain the level of profit.
реферат [15,4 K], добавлен 15.05.2016Strategy and major stages of project’s fruition. Production of Korean cuisine dishes. Analysis of the industry sector, of produce’s market, of business rivals. Marketing plan, volume of sales, personnel and company management. Cost of the project.
курсовая работа [724,1 K], добавлен 17.02.2013Types of Firms. Advantages of sole proprietorships. Disadvantages of sole proprietorships. Disadvantages of partnerships. Advantages of partnerships. Types of Stock. Advantages of Corporations. Disadvantages of Corporations. Forming a Corporation.
презентация [4,6 M], добавлен 29.11.2014Software as a Service, a form of cloud computing service model of software users. SaaS subscription model: key features, market drivers and constraints. Impact of SaaS subscription services business in the economy and society in Russia and abroad.
дипломная работа [483,8 K], добавлен 23.10.2016Феномен развития рекламного дискурса в среде интернет в его связке с усилением тенденции digital-маркетинговых стратегий. Механизмы, задействованные в создании рекламных текстов для сети интернет. Классификация каналов коммуникации в данной сфере.
курсовая работа [46,0 K], добавлен 21.03.2016Основные инструменты продвижения бренда в социальных медиа. Репутационные риски организации и методы борьбы с негативом в сети Интернет. Анализ маркетинговой деятельности компании "Аэрофлот", разработка мероприятий по совершенствованию digital-стратегии.
дипломная работа [8,9 M], добавлен 23.07.2015Plan of marketing. Absence of a large number of competitors. The emergence of new competitors. Active advertising policy. The absence of a known name in the market. Break even point. The price for advertising. Distribution channels and pricing policy.
презентация [2,6 M], добавлен 15.02.2012Анализ рынка услуг промышленного дизайна. Деятельность креативного digital-агентства в области коммуникаций. Разработка и оценка эффективности планируемой программы маркетинговых коммуникаций. Контакты агентства с потенциальными клиентами и конкурентами.
курсовая работа [3,9 M], добавлен 17.12.2015
