||Owing to the NASDAQ crash, the development of |
internet advertisement is somewhat sluggish. The
ICP owners have to to find a new model to
servive; thus, they plan to gain cashflow from
the users. The content of financial websites is
relatively uniqe, so this study will focus on the
user motive and willingness-to-pay of fincial
The study built up the dimensions of website
content/services via website observation. And
then it also uses the web-based questionnaire to
understand the user motive and willingness-to-pay
of financial content website. The findings are as
1. There are three main motives for the usage of
financial website. They
are "infornation", "interaction",
and "interesting/learning" motives. The most
important motive is "information".
2. The users are most willing to pay for
the "analyses/reports", "alert", and "full-text
3. The user motive is relevent to the willingness-
to-pay of financial content websites.Those who
are of the "interaction" motive are the most
willing to pay ones.
4. Age group, education background, and items of
investment are three intervening varieces of the
measurement of user motive and willingness-to-pay.
5. The findings would be useful for the planning
of financial content website. It also keeps the
records of current situiation of the existing
financial content websites.