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

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

Zhang Hui, Bai Changhong

营销科学学报 . 2011, (3): 85 -101 .