DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Cho, Daegon | - |
dc.contributor.advisor | 조대곤 | - |
dc.contributor.author | Kim, Eugene | - |
dc.date.accessioned | 2023-06-21T19:31:12Z | - |
dc.date.available | 2023-06-21T19:31:12Z | - |
dc.date.issued | 2023 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=1033037&flag=dissertation | en_US |
dc.identifier.uri | http://hdl.handle.net/10203/307560 | - |
dc.description | 학위논문(석사) - 한국과학기술원 : 경영공학부, 2023.2,[iii, 45 p. :] | - |
dc.description.abstract | Nowadays, news institutions face the dilemma of the tradeoff between paywalls and advertisements. Gathering customers’ data which has excellent potential for various purposes and is the key to resolving the dilemma, is a primary task for firms. This study empirically estimates the effect of the loginwall policy using the difference-in-differences and triple-differences approach by conducting a quasi-experimental setting based on the individual-level clickstream data from a major newspaper in South Korea. I find that the policy requiring a customer to register causes a significant negative effect on the core customer groups: reduce the number of articles customers read by six and increase the average duration for reading an article by less than one second. But this is the heterogeneous effect that weakly affects the general customers. The result of the survival analysis report that the policy positively affects churn behavior. This study discusses the relationship between the low switching cost driven by the unique news market condition of South Korea and user registration with few privacy concerns. | - |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | News paywall▼aClickstream data▼aDifference-in-Differences▼aSurvival analysis▼aUser registration | - |
dc.subject | 디지털 뉴스 유료화▼a클릭스트림 데이터▼a이중차분법▼a생존 분석▼a회원가입 | - |
dc.title | (The) wall of paywall: Empirical evidences from south korean newspaper | - |
dc.title.alternative | 언론사 디지털 유료화와 온라인 회원 확보 전략에 관한 실증적 연구 | - |
dc.type | Thesis(Master) | - |
dc.identifier.CNRN | 325007 | - |
dc.description.department | 한국과학기술원 :경영공학부, | - |
dc.contributor.alternativeauthor | 김유진 | - |
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