E-Service Tariffs: Investigating the Moderating Effects of Ease of Use and Usefulness on Tariff Choice of Video on Demand Services

Abstract

During the last decade, services industries were subject to considerable changes with regard to the way services are provided, delivered, and conceived. Extensive research has been done on e-services whereas pricing aspects of e-services has been disregarded so far. Our study examines the moderating effects of ease of use and usefulness on tariff choice in an e-service context. Empirical examination of the moderating impact of perceived ease of use and usefulness reveals that tariff choice is principally influenced by usage frequency in case of high perceptions of ease of use and usefulness.