Price Competition and Demand for Online Content: Uncovering the Role of Content Differentiation and Network Structure

Li, Ding and Goh, Khim-Yong and Heng, Cheng-Suang (2017) Price Competition and Demand for Online Content: Uncovering the Role of Content Differentiation and Network Structure. International Conference On Information (ICIS).

[img]
Preview
Text
Price Competition and Demand for Online Content- Uncovering the R.pdf

Download (414kB) | Preview

Abstract

Online content providers are constantly vying for customers’ attention. Utilizing a dataset from a Chinese social media site for investors, we empirically examine the extent of readership competition among content providers in terms of both pricing and content strategies in a network of providers where we differentiate between followees, followers and non-connectors of a provider. We employ econometric modeling techniques in our empirical analysis. Preliminary results show that followees’ and nonconnectors’ content and pricing serve as complements to a provider’s content. We make several contributions. First, we advance the paid content literature by examining the influence of price competition on demand for content. Second, we extend the information goods pricing literature by investigating the interplay of pricing and content differentiation strategies. Third, we show how the network structure of content providers shapes the relationship between their products. Our results also help guide providers to strategically price and differentiate content.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
T Technology > T Technology (General)
Z Bibliography. Library Science. Information Resources > ZA Information resources
Divisions: Faculty of Industrial Engineering and Informatics > Information System
Depositing User: staff repository 3
Date Deposited: 10 Aug 2018 19:39
Last Modified: 10 Aug 2018 19:39
URI: http://repository.ittelkom-pwt.ac.id/id/eprint/2994

Actions (login required)

View Item View Item