نقش قیمت مرجع خارجی در قیمت گذاری
ترجمه نشده

نقش قیمت مرجع خارجی در قیمت گذاری

عنوان فارسی مقاله: نقش قیمت مرجع خارجی در قیمت گذاری آنچه شما می خواهید: یک بررسی تجربی در انواع محصول
عنوان انگلیسی مقاله: The role of external reference price in pay-what-you-want pricing: An empirical investigation across product types
مجله/کنفرانس: مجله خرده فروشی و خدمات مصرف کننده – Journal of Retailing and Consumer Services
رشته های تحصیلی مرتبط: مدیریت، اقتصاد
گرایش های تحصیلی مرتبط: بازاریابی، اقتصاد مالی
کلمات کلیدی فارسی: قیمت گذاری آنچه شما می خواهید، قیمت مرجع خارجی، نوع محصول، محصولات لذت گرایانه، محصولات سودمند
کلمات کلیدی انگلیسی: Pay-what-you-want، External reference price، Product type، Hedonic products، Utilitarian products
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jretconser.2019.05.017
دانشگاه: College of Business, Bowling Green State University, Bowling Green, OH, USA
صفحات مقاله انگلیسی: 9
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 4.218 در سال 2018
شاخص H_index: 65 در سال 2019
شاخص SJR: 1.211 در سال 2018
شناسه ISSN: 0969-6989
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E13456
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست مطالب (انگلیسی)

Abstract

1. Introduction

2. Literature review

3. Empirical studies

4. Discussion

5. Theoretical contributions and managerial implications

6. Limitations and future research

References

بخشی از مقاله (انگلیسی)

Abstract

This research aims to investigate the effectiveness of the adoption of external reference price (ERP) in influencing consumers’ pay-what-you-want (PWYW) final payments across different product types. Results from two experiments show the effectiveness of using ERP as an anchor heavily depends on the nature of the product category. For hedonic products, the absence of an ERP, compared to the presence of one, leads to higher perceived quality and PWYW payments. The results are the opposite for utilitarian products. This study contributes to PWYW literature by investigating how product types affect consumers’ perceived quality of the product offered and their PWYW payments.

Introduction

Participative pricing mechanisms (e.g., auctions and name your own price) allow consumers to participate in determining the final price paid for goods or services and are becoming more common with the increased popularity of Internet shopping. The pay-what-you-want (PWYW) pricing strategy is the most extreme form of participative pricing that offers consumers the greatest control over prices, as it allows them to set the price at any level, including zero, and the seller cannot reject it (Kim et al., 2009). Examples from the service industry demonstrate the potential applications of the PWYW pricing mechanism, such as restaurants, museums, hotels, and zoos, etc. (Schons et al., 2014). In addition to the industry examples from brick-andmortar stores, PWYW is also popular in the online business environment. For example, Humble Bundle offers bundles of indie digital games to consumers in a PWYW pricing setting, where the average payment for its games is slightly over $9 (Coldewey, 2017). The music industry also applies this strategy to sell music albums at prices that consumers prefer (Isaac et al., 2015; Regner and Barria, 2009). Software developer AdBlock releases software on a PWYW basis while the agency 8 K is the first interactive agency to design logos and slogans for clients using a PWYW payment system. In addition, there are multiple online training courses on computer programming or Microsoft Office being offered as a PWYW format (PC World, 2017). External reference price (ERP) has been studied extensively, but no consistent conclusion has yet been reached regarding how the use of ERP affects PWYW payment amounts. Prior research suggests that using ERP can enhance consumers’ final PWYW payments (Kim et al., 2014).