Is it really worth it? A test of pay-what-you-want pricing strategies in a German consumer behaviour context
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
Standard
Is it really worth it? A test of pay-what-you-want pricing strategies in a German consumer behaviour context. / Dorn, Tim; Süßmair, Augustin.
in: Global Business and Economics Review, Jahrgang 18, Nr. 1, 2016, S. 82-100.Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
Harvard
APA
Vancouver
Bibtex
}
RIS
TY - JOUR
T1 - Is it really worth it?
T2 - A test of pay-what-you-want pricing strategies in a German consumer behaviour context
AU - Dorn, Tim
AU - Süßmair, Augustin
PY - 2016
Y1 - 2016
N2 - This paper focuses on the factors that significantly influence an individual’s decision in establishing a price for a standardised product under so-called pay-what-you-want (PWYW) circumstances. Current research has identified seven influential constructs that are assumed to be the main drivers of consumer behaviour when making a pricing decision in a PWYW environment: fairness, altruism, loyalty, price consciousness, income, satisfaction and reference price. This paper extends the list of influential factors with an additional construct, situational factors and examines the constructs’ relative importance with regard to their influence on a PWYW decision. Moreover, the positive effect of personal interaction on a buyer’s willingness to pay during a payment situation in the PWYW context was confirmed.
AB - This paper focuses on the factors that significantly influence an individual’s decision in establishing a price for a standardised product under so-called pay-what-you-want (PWYW) circumstances. Current research has identified seven influential constructs that are assumed to be the main drivers of consumer behaviour when making a pricing decision in a PWYW environment: fairness, altruism, loyalty, price consciousness, income, satisfaction and reference price. This paper extends the list of influential factors with an additional construct, situational factors and examines the constructs’ relative importance with regard to their influence on a PWYW decision. Moreover, the positive effect of personal interaction on a buyer’s willingness to pay during a payment situation in the PWYW context was confirmed.
KW - Management studies
KW - pay what you want
KW - PWYW
KW - pricing
KW - behavioural pricing
KW - Bic Mac index
KW - willingness to pay
KW - situational influences
KW - pay as you wish
KW - participative pricing
KW - service pricing
KW - Germany
U2 - 10.1504/GBER.2016.073321
DO - 10.1504/GBER.2016.073321
M3 - Journal articles
VL - 18
SP - 82
EP - 100
JO - Global Business and Economics Review
JF - Global Business and Economics Review
SN - 1097-4954
IS - 1
ER -