Perceived Price Fairness in Pay-What-You-Want: A Multi-Country Study
Research output: Journal contributions › Journal articles › Research › peer-review
Standard
In: American Journal of Industrial and Business Management, Vol. 7, No. 5, 27.05.2017, p. 711-734.
Research output: Journal contributions › Journal articles › Research › peer-review
Harvard
APA
Vancouver
Bibtex
}
RIS
TY - JOUR
T1 - Perceived Price Fairness in Pay-What-You-Want
T2 - A Multi-Country Study
AU - Bettray, Julius
AU - Süßmair, Augustin
AU - Dorn, Tim
PY - 2017/5/27
Y1 - 2017/5/27
N2 - The present study investigated perceived price fairness (PPF) and aimed to reveal determinants of PPF within the participative pricing mechanism paywhat-you-want (PWYW). Results support the hypothesis that PPF in PWYW conditions is higher than PPF in ordinary price setting (OPS) conditions. Determinants of PPF in PWYW conditions were identified to include both the price level and the degree of social interaction. Whereas the results conform to previous research that PPF correlates negatively with the price level in OPS conditions, this study reveals a positive correlation between the price level and PPF in PWYW conditions, which suggests that the buyer’s mental model of PPF varies with the process of price determination. Therefore, future research should re-examine consequences of PPF in PWYW conditions. Additionally, results show cross-country differences of PPF and the influence of the price level on PPF.
AB - The present study investigated perceived price fairness (PPF) and aimed to reveal determinants of PPF within the participative pricing mechanism paywhat-you-want (PWYW). Results support the hypothesis that PPF in PWYW conditions is higher than PPF in ordinary price setting (OPS) conditions. Determinants of PPF in PWYW conditions were identified to include both the price level and the degree of social interaction. Whereas the results conform to previous research that PPF correlates negatively with the price level in OPS conditions, this study reveals a positive correlation between the price level and PPF in PWYW conditions, which suggests that the buyer’s mental model of PPF varies with the process of price determination. Therefore, future research should re-examine consequences of PPF in PWYW conditions. Additionally, results show cross-country differences of PPF and the influence of the price level on PPF.
KW - Business psychology
KW - Perceived Price Fairness
KW - Pay what you want
KW - PWYW
KW - Willingness to pay
KW - Participative Pricing
KW - Price Determination
KW - Price Evaluation
KW - Perception
UR - https://www.mendeley.com/catalogue/b4bdc48c-2109-387c-86db-a3db0ff2f056/
U2 - 10.4236/ajibm.2017.75051
DO - 10.4236/ajibm.2017.75051
M3 - Journal articles
VL - 7
SP - 711
EP - 734
JO - American Journal of Industrial and Business Management
JF - American Journal of Industrial and Business Management
SN - 2164-5167
IS - 5
ER -