消费者会自愿支付吗？——PWYW支付意愿的内在驱动因素

营销科学学报 ›› 2011, Vol. 7 ›› Issue (3): 85-101.

消费者会自愿支付吗？——PWYW支付意愿的内在驱动因素

张辉，白长虹

张辉，南开大学商学院企业管理专业博士研究生，Email:maijuzhe2010@163.com。
白长虹，南开大学旅游与服务学院院长、教授博士生导师，Email：nkbai@nankai.edu.cn。

出版日期:2011-09-01 发布日期:2013-11-01
基金资助:
特别感谢JMS两位匿名评审专家对本文提出的详尽而中肯的修改意见。本研究得到国家社会科学基金重点项目(08AJY009)的资助。

Do Consumers Pay Voluntarily? The Inner Drivers of Consumer’s Willingness to Pay under PWYW Pricing

Zhang Hui, Bai Changhong

Zhang Hui, Business School, Nankai University;
Bai Changhong, College of Tourism and Service, Nankai University.

Online:2011-09-01 Published:2013-11-01

摘要/Abstract

摘要：

作为一种最新型的参与式定价策略，PWYW 定价策略将定价权完全转移给了消费者，然而，以往学者的实证研究发现，这种定价策略能够带来更高的利润，这与传统的经济人假设相矛盾。本研究对促使消费者支付高价格的内在驱动因素进行了研究，发现消费者的互惠偏好、公平偏好及价格意识能够显著影响其PWYW支付意愿。此外，交易方式对上述影响起到了调节作用。

关键词: 参与式定价, PWYW定价策略, 互惠偏好, 公平偏好, 价格意识

Abstract:

As a new participative pricing mechanism, PWYW pricing delegates the whole price determination to consumers. Previous empirical research has showed that PWYW pricing increases sellers’ profits, even when consumers can self-determine the price, which conflicts with the basic assumption of economic man in traditional economics. Thus, some other drivers must play a role when the PWYW price is determined. Based on social preference theory, we study the influences of altruism, fairness, reciprocity, sense of guilt and price consciousness on consumers willingness to pay under PWYW pricing mechanism, the study show that reciprocity, fairness and price consciousness have a positive impact on consumer’s willingness to pay, besides, these impacts are moderated by the way of transactions.

Key words: Participative Pricing, PWYW Pricing Mechanism, Reciprocity, Fairness, Price Consciousness

张辉，白长虹. 消费者会自愿支付吗？——PWYW支付意愿的内在驱动因素[J]. 营销科学学报, 2011, 7(3): 85-101.

Zhang Hui, Bai Changhong. Do Consumers Pay Voluntarily? The Inner Drivers of Consumer’s Willingness to Pay under PWYW Pricing[J]. Journal of Marketing Science, 2011, 7(3): 85-101.