The effects of micropayments on online news story selection and engagement

Abstract

This study examines the effects of micropayments on individuals’ selection and engagement with online journalism. Micropayment represent a means of monetizing online content in which the user pays a small amount of money (i.e., pennies to a few dollars) for each story purchased. Realistically, micropayments have not been a viable option until recently. With the introduction of Google Wallet and other payment infrastructures, micropayments are on the tipping point of mainstream acceptance and use. This study utilizes an experimental design (N = 156) in which motivation (low versus high) and cost (no pay versus pay) were manipulated. The findings demonstrate that while individuals are willing to purchase news via micropayment, they become less likely to select news from opinion-challenging sources. In light of the results, the implications discussed include suggestions for media producers on how to create effective micropayment systems.