Zeitschrift für Betriebswirtschaft

, Volume 80, Issue 2, pp 147–169

Pay-What-You-Want – Praxisrelevanz und Konsumentenverhalten

Forschung

Zusammenfassung

Pay-What-You-Want (PWYW) ist ein partizipativer Preismechanismus, der sich dadurch auszeichnet, dass dem Käufer die volle Kontrolle über den Preis gegeben wird. Anhand zahlreicher Praxisbeispiele wird deutlich, dass PWYW in verschiedenen Branchen anwendbar ist. Unter Verwendung einer Latent-Class-Regression werden zwei unterschiedliche Segmente identifiziert und die gezahlten Preise anhand psycho- und soziodemographischer Merkmale erklärt. Die Ergebnisse der Modellschätzung zeigen, dass ein Konsumentensegment (ca. 53%) sich bei der Preissetzung stark am Referenzpreis orientiert während im zweiten Segment Fairness und Zufriedenheit mit dem Produkt die bezahlten Preise positiv beeinflussen.

Schlüsselwörter

Pay-What-You-Want Zahle-Was-Du-Willst Partizipative Preisbestimmung Preisbestimmung für Dienstleistungen Freiwillige Abgaben 

Pay what you want – relevance and consumer behavior

Abstract

Pay-What-You-Want (PWYW) is a participative pricing mechanism which is characterized by the fact that consumers have maximum control over the price they pay. We discuss the business relevance of PWYW and extend the findings of Kim et al. (2009) using latent class regression. Two different classes can be identified and transaction prices are explained by psycho- and socio-demographics. The estimation of the parameters shows that the internal reference price is a good predictor for the prices in class 1, whereas in the 2nd class the level of fairness and satisfaction with the product positively affect the final transaction prices.

Keywords

Pay-what-you-want Participative pricing Service pricing Voluntary contributions Donations 

JEL-Classification

M31 

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Copyright information

© Gabler-Verlag 2009

Authors and Affiliations

  1. 1.Strothoff-Stiftungsprofessur für BWL, insb. HandelGoethe-Universität FrankfurtFrankfurt a.M.Deutschland
  2. 2.Lehrstuhl für Marketing und InnovationUniversität PassauPassauDeutschland

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