Direct pricing of online content provides an alternative business model for providing online content. Its merits over the commonly used indirect pricing models are widely recognized. As more and more companies resort to charging users for information that was free in the past, we try to answer the following questions: (1) Will direct pricing online content itself affect the perceived information quality in online sites? (2) Will users’ individual differences moderate the relationship between pricing online contents and perceived information quality? and (3) How does direct pricing of online content affect the perceived information quality in terms of accuracy, completeness, currency and format? Based on theories in IS and marketing, we develop a research model that extends our understanding of perceptions on information quality in information systems. Using an experiment and a survey, we intend to test several hypotheses on the effect of direct pricing of online content on users’ perceptions of information quality. Our results will complement existing IS theories on information quality and also contribute to the practical world by studying online users’ behavior and justifying companies’ current or future decisions on pricing information services.