Who Pays for Online Content? A Media Dependency Perspective Comparing Young and Older People

Abstract

This study examines predictors of online content purchases through media dependency theory and comparing young and older people. It focuses on actual online content purchases instead of willingness-to-pay used in previous studies. The effects of two dimensions of media dependencies are compared: intensity and referent scopes. Social media dependency and mobile media dependency are examined specifically, in addition to general Internet dependency as new media dependency. Our results show young people make more actual purchases of online content than older people. Predictors of online content purchases include age group, online shopping habits, ownership of mobile applications and mobile devices, Internet referent dependency, and social media intensity dependency. New media referent dependency is more important than intensity dependency for predicting online content purchases.