Micropayments im Erlösmodell digitaler Serviceleistungen

  • Thomas RobbertEmail author
  • Anna Priester
  • Stefan Roth


Digitale Güter und Serviceleistungen spielen für Konsumenten eine zunehmend wichtige Rolle. Für die Abrechnung zahlungspflichtiger Leistungen werden neben klassischen Abo-Modellen vermehrt Micropayments eingesetzt. Der Beitrag beantwortet die Frage, was Micropayments sind und wie diese in das Erlösmodell digitaler Güter eingebettet werden können. Dabei werden neben theoretischen Grundlagen auch technische Voraussetzungen sowie die Akzeptanz von Micropayments diskutiert. Abschließend werden zukünftige Einsatzmöglichkeiten bei der Vermarktung von digitalen und physischen Gütern eruiert.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Abrazhevich, D. (2001): Classification and Characteristics of Electronic Payment Systems, in: Bauknecht, K./Madria, S.K./Pernul, G. (Hrsg.): Proceedings of the International Conference on Electronic Commerce and Web Technologies, Wiesbaden, S. 81-90.Google Scholar
  2. Allen, D. (1988): New Telecommunications Services – Network Externalities and Critical Mass, in: Telecommunications Policy, Vol. 12, No. 3, S. 257-271.Google Scholar
  3. Apple (2017): iTunes, (Zugriff am 14.09.2017).
  4. Armstrong, M. (2006): Competition in Two-Sided Markets, in: RAND Journal of Economics, Vol. 37, No. 3, S. 668-691.Google Scholar
  5. Baddeley, M. (2004): Using E-Cash in the New Economy – An Economic Analysis of Micropayment System, in: Journal of Electronic Commerce Research, Vol. 5, No. 4, S. 239-253.Google Scholar
  6. Bakos, Y./Brynjolfsson, E. (2000): Bundling and Competition on the Internet, in: Marketing Science, Vol. 19, No. 1, S. 63-82.Google Scholar
  7. Bakos, Y./Brynjolfsson, E. (2001): Aggregation and Disaggregation of Information Goods – Implications for Bundling, Site Licensing and Micropayment Systems, in: Werthner, H./Bichler, M. (Hrsg.): Lectures in E-Commerce, Wien, S. 103-122.Google Scholar
  8. Balasubramanian, S./Bhattacharya, S./Krishnan, V.V. (2015): Pricing Information Goods – A Strategic Analysis of the Selling and Pay-Per-Use Mechanisms, in: Marketing Science, Vol. 34, No. 2, S. 218-234.Google Scholar
  9. Chakravarti, D./Krish, R./Paul, P./Srivastava, J. (2002): Partitioned Presentation of Multicomponent Bundle Prices – Evaluation, Choice and Underlying Processing Effects, in: Journal of Consumer Psychology, Vol. 12, No. 3, S. 215-229.Google Scholar
  10. Cheema, A. (2008): Surcharges and Seller Reputation, in: Journal of Consumer Research, Vol. 35, No. 1, S. 167-177.Google Scholar
  11. Choudhary, V./Tomak, K./Chaturvedi, A. (1998): Economic Benefits of Renting Software, in: Journal of Organizational Computing and Electronic Commerce, Vol. 8, No. 4, S. 277-305.Google Scholar
  12. Clemons, E.K. (2009): Business Models for Monetizing Internet Applications and Web Sites – Experience, Theory, and Predictions, in: Journal of Management Information Systems, Vol. 26, No. 2, S. 15-41.Google Scholar
  13. Dewenter, R./Rösch, J. (2015): Einführung in die neue Ökonomie der Medienmärkte, Wiesbaden.Google Scholar
  14. Elberse, A. (2010): Bye-Bye Bundles – The Unbundling of Music in Digital Channels, in: Journal of Marketing, Vol. 74, No. 3, S. 107-123.Google Scholar
  15. Estelami, H. (2003): The Effect of Price Presentation Tactics on Consumer Evaluation Effort of Multi-Dimensional Prices, in: Journal of Marketing Theory and Practice, Vol. 11, No. 2, S. 1-16.Google Scholar
  16. Fishburn, P.C./Odlyzko, A.M. (1999): Competitive Pricing of Information Goods – Subscription Pricing versus Pay-Per-Use, in: Economic Theory, Vol. 13, No. 2, S. 447-470.Google Scholar
  17. Fishburn, P.C./Odlyzko, A.M./Siders, R.C. (2000): Fixed Fee versus Unit Pricing for Information Goods – Competition, Equilibria, and Price Wars, in: Kahin, B./Varian, H. (Hrsg.): Internet Publishing and Beyond, Cambridge/London, S. 167-189.Google Scholar
  18. Gourville, J.T. (1998): Pennies-a-Day – The Effect of Temporal Reframing on Transaction Evaluation, in: Journal of Consumer Research, Vol. 24, No. 4, S. 395-408.Google Scholar
  19. Handelsblatt (2017): Twitter prüft Ende der Gratis-Kultur, (Zugriff am 25.09.2017).
  20. Hernandez-Verme, P.L./Valdes Benavides, R. (2013): Virtual Currencies, Micropayments, and the Payments Systems – A Challenge to Fiat Money and Monetary Policy?, in: European Scientific Journal, Special Edition, June, No. 1, S. 325-343.Google Scholar
  21. Hirschman, E.C. (1979): Differences in Consumer Purchase Behavior by Credit Card Payment System, in: Journal of Consumer Research, Vol. 6, No. 1, S. 58-66.Google Scholar
  22. Hwang, M.-S./Lin, I.-C./Li, L.-H. (2001): A Simple Micro-Payment Scheme, in: Journal of Systems and Software, Vol. 55, No. 3, S. 221-229.Google Scholar
  23. Jiang B.-J./Chen, P.-Y./Mukhopadhyay, T. (2007): Software Licensing – Pay-Per-Use versus Perpetual, (Zugriff am 24.08.2017).
  24. Kahneman, D./Tversky, A. (1979): Prospect Theory – An Analysis of Decision Under Risk, in: Econometrica, Vol. 47, No. 2, S. 263-291.Google Scholar
  25. Katz, M.L./Shapiro, C. (1985): Network Externalities, Competition, and Compatibility, in: American Economic Review, Vol. 75, No. 3, S. 424-440.Google Scholar
  26. Koiso-Kanttila, N. (2004): Digital Content Marketing – A Literature Synthesis, in: Journal of Marketing Management, Vol. 20, No. 1-2, S. 45-65.Google Scholar
  27. Kytöjoki, J./Kärpijoki, V. (2000): Micropayments – Requirements and Solutions, (Zugriff am 17.08.2017).
  28. Lambrecht, A./Skiera, B. (2006): Paying Too Much and Being Happy About It – Existence, Causes, and Consequences of Tariff-Choice Biases, in: Journal of Marketing Research, Vol. 43, No. 2, S. 212-223.Google Scholar
  29. Ley, A. (2017): SatoshiPay will zukünftig bei Micropayments auf die Bitcoin-Blockchain verzichten, (Zugriff am 15.09.2017).
  30. Lin, I.-C./Hwang, M.-S./Chang, C.-C. (2005): The General Pay-Word – A Micro-Payment Scheme Based on n-dimension One-Way Hash Chain, in: Designs, Codes and Cryptography, Vol. 36, No. 1, S. 53-67.Google Scholar
  31. Linde, F. (2008): Ökonomie der Information, Göttingen.Google Scholar
  32. Linde, F. (2009): Pricing Information Goods, in: Journal of Product & Brand Management, Vol. 18, No. 5, S. 379-384.Google Scholar
  33. Markus, M.L. (1985): Toward a “Critical Mass” Theory of Interactive Media, in: Communication Research, Vol. 14, No. 5, S. 491-511.Google Scholar
  34. McGrath, J.C. (2006): Micropayments – The Final Frontier for Electronic Consumer Payments, (Zugriff am 17.08.2017).
  35. Micali, S./Rivest, R.L. (2002): Micropayments Revisited, in: Preenel, B. (Hrsg.): Topics in Cryptology – Conference Proceedings, S. 149-163.Google Scholar
  36. Morwitz, V.G./Greenleaf, E.A./Johnson, E.J. (1998): Divide and Prosper – Consumers’ Reactions to Partitioned Prices, in: Journal of Marketing Research, Vol. 35, No. 4, S. 453-463.Google Scholar
  37. Netflix (2017): Übersicht über Netflix-Abos, (Zugriff am 27.09.2017).
  38. Nunes, J.C. (2000): A Cognitive Model of People’s Usage Estimations, in: Journal of Marketing Research, Vol. 37, No. 4, S. 397-409.Google Scholar
  39. Papaefstathiou, I./Manifavas, C. (2004): Evaluation of Micropayment Transaction Costs, in: Journal of Electronic Commerce Research, Vol. 5, No. 2, S. 99-113.Google Scholar
  40. Pass, R./Shelat, A. (2015): Micropayments for Decentralized Currencies, in: Proceedings of the 22nd ACM SIGSAC Conference on Computer and Communications Security, Denver, S. 207-218.Google Scholar
  41. Pauwels, K./Weiss, A. (2008): Moving from Free to Fee – How Online Firms Market to Change Their Business Model Successfully, in: Journal of Marketing, Vol. 72, No. 3, S. 14-31.Google Scholar
  42. PayPal (2017): Who we are, (Zugriff am 04.09.2017).
  43. Pelham, B.W./Sumarta, T.T./Myaskovsky, L. (1994): The Easy Path from Many to Much – The Numerosity Heuristic, in: Cognitive Psychology, Vol. 26, No. 2, S. 103-133.Google Scholar
  44. Pelletier, M.-P./Trépanier, M./Morency, C. (2011): Smart Card Data Use in Public Transit – A Literature Review, in: Transportation Research Part C – Emerging Technologies, Vol. 19, No. 4, S. 557-568.Google Scholar
  45. Picot, A. (1982): Transaktionskostenansatz in der Organisationstheorie, in: Die Betriebswirtschaft, 42. Jg., Nr. 2, S. 267-284.Google Scholar
  46. Porter, M.E./Heppelmann, J.E. (2015): Wie Smarte Produkte Unternehmen verändern, in: Harvard Business Manager, 37. Jg., Nr. 12, S. 52-73.Google Scholar
  47. Postmus, D./Wijngaard, J./Wortmann, H. (2009): An Economic Model to Compare the Profitability of Pay-Per-Use and Fixed-Fee Licensing, in: Information and Software Technology, Vol. 51, No. 3, S. 581-588.Google Scholar
  48. Prelec, D./Loewenstein, G. (1998): The Red and the Black – Mental Accounting of Savings and Debt, in: Marketing Science, Vol. 17, No. 1, S. 4-28.Google Scholar
  49. Prelec, D./Simester, D. (2001): Always Leave Home Without It – A Further Investigation of the Credit-Card Effect on Willingness to Pay, in: Marketing Letters, Vol. 12, No. 1, S. 5-12.Google Scholar
  50. Punj, G. (2015): The Relationship Between Consumer Characteristics and Willingness to Pay for General Online Content – Implications for Content Providers Considering Subscription-Based Business Models, in: Marketing Letters, Vol. 26, No. 2, S. 175-186.Google Scholar
  51. PwC (2017): Gesamtauflage der Zeitungen in Deutschland in den Jahren 2003 bis 2019, (Zugriff am 01.10.2017).
  52. Raghubir, P./Srivastava, J. (2008): Monopoly Money – The Effect of Payment Coupling and Form on Spending Behavior, in: Journal of Experimental Psychology, Vol. 14, No. 3, S. 213-225.Google Scholar
  53. Rindfleisch, A./Heide, J.B. (1997): Transaction Cost Analysis – Past, Present, and Future Applications, in: Journal of Marketing, Vol. 61, No. 4, S. 30-54.Google Scholar
  54. Robbert, T. (2013): Tarifwahl und Nutzungsentscheidungen, Wiesbaden.Google Scholar
  55. Robbert, T./Roth, S. (2014): The Flip Side of Drip Pricing, in: Journal of Product & Brand Management, Vol. 23, No. 6, S. 413-419.Google Scholar
  56. Rochet, J.C./Tirole, J. (2003): Platform Competition in Two-Sided Markets, in: Journal of the European Economic Association, Vol. 1, No. 4, S. 990-1029.Google Scholar
  57. Schmidt, C./Müller, R. (1999): A Framework for Micropayment Evaluation, in: Netnomics, Vol. 1, No. 2, S. 187-200.Google Scholar
  58. Shapiro, C./Varian, H.R. (1999): Information Rules, Boston.Google Scholar
  59. Simon, H./Fassnacht, M. (2016): Preismanagement, 4. Aufl., Wiesbaden.Google Scholar
  60. Soman, D. (2003): The Effect of Payment Transparency on Consumption – Quasi-Experiments from the Field, in: Marketing Letters, Vol. 14, No. 3, S. 173-183.Google Scholar
  61. Soman, D./Gourville, J.T. (2001): Transaction Decoupling – How Price Bundling Affects the Decision to Consume, in: Journal of Marketing Research, Vol. 38, No. 1, S. 30-44.Google Scholar
  62. Spotify (2017): Spotify Premium macht glücklich, (Zugriff am 31.08.2017).
  63. Statistisches Bundesamt (2016): Wirtschaftsrechnungen – Private Haushalte in der Informationsgesellschaft – Nutzung von Informations- und Kommunikationstechnologien, (Zugriff am 17.08.2017).
  64. Strader, T.J./Shaw, M.J. (2000): Electronic Markets – Impact and Implications, in: Shaw, M.J./Blanning, R./Strader, T.J./Whinston, A. (Hrsg.): Handbook on Electronic Commerce, Berlin, S. 77-98.Google Scholar
  65. Süddeutsche Zeitung (2016): Das Ende der Gratiskultur, (Zugriff am 25.09.2017).
  66. Sundararajan, A. (2004): Nonlinear Pricing of Information Goods, in: Management Science, Vol. 50, No. 12, S. 1660-1673.Google Scholar
  67. Tan, W.-K./Tan, Y.-J. (2012): Transformation of Smart-Card-Based Single-Purpose E-Micropayment Scheme to Multi-Purpose Scheme – A Case Study, in: Expert Systems with Applications, Vol. 39, No. 3, S. 2306-2313.Google Scholar
  68. Thaler, R. (1985): Mental Accounting and Consumer Choice, in: Marketing Science, Vol. 4, No. 3, S. 199-214.Google Scholar
  69. Therien, J.R. (2001): Exorcising the Specter of a “Pay-Per-Use” Society – Toward Preserving Fair Use and the Public Domain in the Digital Age, in: Berkeley Technology Law Journal, Vol. 16, No. 4, S. 979-1043.Google Scholar
  70. Varian, H.R. (1995): Pricing Information Goods, (Zugriff am 10.08.2017).
  71. Voigt, S./Bilstein, F. (2017): Pricing-Strategien für Internet-Geschäftsmodelle, (Zugriff am 25.09.2017).
  72. Wagenknecht, S. (2017): Blockchain-Startup Billon bekommt 2 Millionen Euro von der EU, (Zugriff am 15.09.2017).
  73. Westphal, M. (2010): Micropayment – Schluss mit der Kostenloskultur im Internet, München.Google Scholar
  74. Williamson, O.E. (1985): The Economic Institutions of Capitalism, New York.Google Scholar
  75. Wirtschaftswoche (2017): Das Ende der Gratiskultur im Internet ist gekommen, (Zugriff am 25. 09.2017).
  76. Yen, S.-M./Lin, H.-C./Chen, Y.-C./Hung, J.-J./Wu, J.-M. (2014): PayStar – A Denomination Flexible Micropayment Scheme, in: Information Sciences, Vol. 259, No. 20, S. 160-169.Google Scholar

Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  1. 1.Lehrstuhl für MarketingTU KaiserslauternKaiserslauternDeutschland

Personalised recommendations