Newspaper micropayments and millennial generation acceptance: A brand loyalty perspective

How willing are consumers to make micropayments for online news? By exploring that question, this study seeks to not only fill a void in the literature but also address a very practical, yet necessary component to a model the industry appears poised to adopt. Using a brand loyalty scale, this study surveyed undergraduate and graduate students at a large Southeastern U.S. university to find out their general willingness to adopt micropayments. The study indicated that brand loyalty increases user likelihood to adopt micropayments for online newspapers.