Title Page
Contents
Abstract 4
Introduction 10
Chanter 1. Literature Review of Zero-Price Effect 18
Background Overview 19
Factors Affecting the Zero-Price Effect 28
Positive Emotions 28
Product Categories 30
Other Factors 32
Applications of Zero-Price Effect 33
"zero" is Better than "Small" 34
Applications of Zero-Price Effect in Product Portfolio 35
Applications of Zero-Price Effect in Different Industries 36
Research on Zero-Price Effect in China 38
Conclusion 40
Chapter 2. Gender Difference of Zero-Price Effect 42
Background Overview 43
Literature Review 44
Methodology 49
Managerial Implications 65
Conclusion and Limitation 66
Chanter 3. Case Study: Chinese Digital Content Industry 68
Introduction 69
Literature Review 76
Empirical Model[내용누락;p.78,81] 86
Operation Characteristics of Internet Content Products: From Free to Charge 91
Content is the Foundation 91
Product Model is the Key Factor 92
User Experience is the Goal 95
New Challenges of Internet Content Products 97
The Media is No Longer a Pure Information Provider 97
"Content is King" Needs to Be Redefined 98
The Difference Between "knowledge" and "Content" 99
Marketing Strategies of Content Payment Products 101
User Lifecycle Based Content Operation 101
Establish User Interaction Feelings 102
Establish Dynamic Pricing Mechanism 103
Conclusion and Future Prospects 107
Conclusion 111
References 117
Appendices 135
Appendix A. Data for Experiment 1 136
Appendix B. Data for Experiment 2 143
Appendix C. Data for Experiment 3 147
Appendix D. Data for Experiment 4 151
Appendix E. Data for Experiment 5 154
Appendix F. Questionnaire of Network User Motivation 159
Table 1.1. Frequency by the main topic 39
Table 2.1. Chi-square test of chocolate selection 55
Table 2.2. Chi-square test of chocolate selection under the zero-price condition 55
Table 2.3. Chi-square test of the milk selection 59
Table 2.4. Chi-square test of milk selection under the zero-price condition 59
Table 2.5. Chi-square test of Ferrero and Dove 63
Table 2.6. Chi-square test of Ferrero and Dove under the zero-price effect 63
Table 2.7. Loss Aversion test 65
Table 2.8. T-test of loss aversion 65
Table 3.1. Factors and Research Questions 89
Figure 1.1. The framework used to introduce the zero-price literature 21
Figure 2.1. The chocolate experiment (China) 51
Figure 2.2. Chinese people's attitude to the chocolate 52
Figure 2.3. The chocolate experiment across the two conditions (Total) 53
Figure 2.4. The chocolate experiment across the two conditions (Female) 54
Figure 2.5. The chocolate experiment across the two conditions (Male) 54
Figure 2.6. The milk experiment across two conditions (Total) 57
Figure 2.7. The milk experiment across two conditions (Female) 58
Figure 2.8. The milk experiment across two conditions (Male) 58
Figure 2.9. The chocolate purchasing experiment across two conditions (Total) 62
Figure 2.10. The chocolate purchasing experiment across two conditions (Female) 62
Figure 2.11. The chocolate purchasing experiment across two conditions (Male) 62
Figure 3.1. Empirical model of user motivation[내용누락;p.78] 87
Figure 3.2. User motivation model and path coefficient[내용누락;p.81] 90
Figure 3.3. Internet Information Content Products Model 93
Figure 3.4. UGC Community Products Model 94