Content for Free? Drivers of Past Payment, Paying Intent and Willingness to Pay for Digital Journalism–A Systematic Literature Review

Abstract

The advertising-based revenue model for journalism is severely challenged due to the effects of digitization. Providers of journalistic content have therefore put increasing emphasis on paid content strategies in recent years. This article provides a literature review of factors that contribute to consumers’ past payment (PP), paying intent (PI) and willingness to pay (WTP) for digital journalistic content. We identify 17 variables based on 37 articles that influence PP, PI and WTP. While those factors are linked to either consumer(s), the product or its economics, little research examines the psychological needs and motives associated with demand for digital journalism. Due to inconsistent measurements in the literature, however, the results remain ambiguous.