Title page for etd-0814101-133128


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URN etd-0814101-133128
Author Chih-feng Lin
Author's Email Address No Public.
Statistics This thesis had been viewed 5350 times. Download 5758 times.
Department Communcations Management
Year 2000
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A study on user motive and willingness-to-pay of financial content website
Date of Defense 2001-07-31
Page Count 84
Keyword
  • willingness-to-pay
  • Financial Content Website
  • motive
  • Abstract 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
    content website.
    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
    fellowed:
    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
    database seraching".
    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.
    Advisory Committee
  • Hsin-gin Huang - chair
  • Stephen D. Tsai - co-chair
  • Ting-Ping Liang - advisor
  • Files
  • etd-0814101-133128.pdf
  • indicate access worldwide
    Date of Submission 2001-08-14

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