Impact of The Information System of The Internet Contents on Consumers’ Willingness to Pay for The Internet Contents

Internet Contents’ Magnetization has become an important issue. This study finds the factors that affect the consumer's willingness to pay for the internet contents. Therefore, this study shows ways to increase the competitiveness of the internet contents. Specifically, this research analyzes the impact of the information quality and system quality of the internet contents on the consumer’s willing to pay for the internet contents and verifies the mediating role of the consumer’s perceived quality on the internet contents between the information quality (the system quality) and the consumer’s willingness to pay for the internet contents. The information quality of the internet contents is classified as informativeness and security on the basis of Lin (2007). As a result, each of the two variables(informativeness, security) has a positive impact on the consumer’s willing to pay for the internet contents. Also, system quality has a positive impact on the consumer’s willing to pay for the internet contents. Lastly, the results also revealed that the consumer’s perceived quality on the internet contents mediated the effect of these three variables (informativeness, security, system quality) on the consumer’s willingness to pay for the internet contents.