User attitude and behaviour towards free vs. paid content in membership-based digital media platforms

Abstract

In the evolving landscape of membership-based digital media platforms, understanding user attitudes and behaviours toward free and paid content has become increasingly important. This study investigates these dynamics using the Wanderers platform, a community-oriented, user-generated content (UGC) environment primarily serving Chinese digital nomads. The research aims to explore user preferences for free versus paid content, identify factors influencing willingness to pay, and examine behavioural patterns across different user groups.

A quantitative survey was conducted, collecting 112 valid responses. Data analysis methods included descriptive statistics, Spearman correlation analysis, ordinal logistic regression, and cluster analysis. The findings reveal that while users generally show a stronger preference for free content, many recognize the unique value offered by paid articles. Payment frequency for digital media and the level of community interaction were found to significantly predict users' willingness to pay. Furthermore, behaviour analysis highlighted distinct user groups, with "Super Users" exhibiting high interaction levels and greater financial contributions to the platform.

The results suggest that fostering a strong sense of community and encouraging habitual engagement are crucial strategies for enhancing user retention and monetization in membership-based platforms. By analysing users' content preferences and payment behaviours, this study contributes to a deeper understanding of user engagement in UGC-driven environments. Future research could further explore longitudinal patterns of user behaviour and expand the analysis across different types of digital media platforms.