Content Sampling, Household Informedness, and the Consumption of Digital Information Goods

Hoang, P and Kauffman, R 2018, 'Content Sampling, Household Informedness, and the Consumption of Digital Information Goods', Journal of Management Information Systems, vol. 35, no. 2, pp. 575-609.

Document type: Journal Article
Collection: Journal Articles

Title Content Sampling, Household Informedness, and the Consumption of Digital Information Goods
Author(s) Hoang, P
Kauffman, R
Year 2018
Journal name Journal of Management Information Systems
Volume number 35
Issue number 2
Start page 575
End page 609
Total pages 35
Publisher Taylor & Francis Inc.
Abstract Technology and media are delivering content that is transforming society. Providers must compete for consumer attention to sell their digital information goods effectively. This is challenging, since there is a high level of uncertainty associated with the consumption of such goods. Service providers often use free programming to share product information. We examine the effectiveness of content sampling strategy used for on-demand series dramas, a unique class of entertainment goods. The data were extracted from a large set of household video-on-demand (VoD) viewing records and combined with external data sources. We extended a propensity score matching (PSM) approach to handle censored data, which permitted us to explore the main causal relationships. Relevant theories in the marketing and information systems disciplines informed our research on consumer involvement and informedness for decision making under uncertainty, the consumption of information goods, and seller strategies for digital content. The results show that content sampling stimulates higher demand for series dramas, but in a more nuanced way than was expected. Samples of the series reveal quality information to consumers and allow them to assess preference fit directly. As a result, they become more informed about their purchase decisions. Also, households seem to be willing to pay more to be better informed, and informed households tend to purchase more. This suggests that content providers should invest in strategies that help consumers to understand the preference fit of information goods.
Subject Information Systems Management
Marketing Management (incl. Strategy and Customer Relations)
Consumer-Oriented Product or Service Development
Keyword(s) content sampling
data censoring
digital entertainment
household informedness
information asymmetry
information goods
online content
preference fit
propensity score matching
DOI - identifier 10.1080/07421222.2018.1451958
Copyright notice © Taylor & Francis Group, LLC.
ISSN 0742-1222
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