PWYW定价策略研究前沿探析
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外国经济与管理 2011 年 第 33 卷第 06 期, 页码：34 - 41
摘要
参考文献
摘要
PWYW定价策略是一种最为激进的参与式定价策略,它将价格决定权完全交给消费者,这种定价策略已被实践证明具有良好的盈利性,也已引起学术界的关注。本文通过对目前为数有限的文献进行梳理,对这一定价策略进行了阐述,分析了其有效性,并基于多种理论对其有效性进行了解释,最后对未来的研究方向进行了展望。
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[9]Lynn,M.Choose your own price:An exploratory study requiring an expanded view of price’s functions[A].in Goldberg,M E,Gorn,G,and Pollay,R W(Eds.).Advances in consumer research[C].Provo,UT:Association for Consumer Research,1990:710-714.
[10]Mak,V,Zwick,R,and Rao,A R.“Pay what you want”as a profitable pricing strategy:Theory and experimental evidence[R].Management Science&Operations Seminar Series,2010:1-50.
[11]Hughes,M.Wikipedia to stay free as readers rush to the rescue[EB/OL].http://www.independent.co.uk/news/media/on-line/wikipedia-to-stay-free-as-readers-rush-to-the-rescue-1225804.html,January 5,2009.
[2]Kim,J Y,Natter,M,and Spann,M.Pay-what-you-want:A new participative pricing mechanism[J].Journal of Marketing,2009,73(1):44-58.
[3]Regner,T,and Barria,J A.Do consumers pay voluntarily?The case of online music[J].Journal of Economic Behavior&Organi-zation,2009,71(2):395-406.
[4]Gneezy,A,Gneezy,U,Nelson,L,and Brown,A.Shared social responsibility:A field experiment in pay-what-you-want pricing andcharitable giving[J].Science,2010,329(5989):325-327.
[5]Kim,J Y,Natter,M,and Spann,M.Kish:Where customers pay as they wish[J].Review of Marketing Science,2010,8(2):13-18.
[6]Rabin,Matthew.Incorporating fairness into game theory and economics[J].American Economic Review,1993,83(5):1 281-1 302.
[7]Joseph,H.Does culture matter in economic behavior?Ultimatum game bargaining among the Machiguenga of the Peruvian Ama-zon[J].American Economic Review,2000,90(4):973-979.
[8]Heyman,J,and Ariely,D.Effort for payment:A tale of two markets[J].Psychological Science,2004,15(11):787-793.
[9]Lynn,M.Choose your own price:An exploratory study requiring an expanded view of price’s functions[A].in Goldberg,M E,Gorn,G,and Pollay,R W(Eds.).Advances in consumer research[C].Provo,UT:Association for Consumer Research,1990:710-714.
[10]Mak,V,Zwick,R,and Rao,A R.“Pay what you want”as a profitable pricing strategy:Theory and experimental evidence[R].Management Science&Operations Seminar Series,2010:1-50.
[11]Hughes,M.Wikipedia to stay free as readers rush to the rescue[EB/OL].http://www.independent.co.uk/news/media/on-line/wikipedia-to-stay-free-as-readers-rush-to-the-rescue-1225804.html,January 5,2009.
引用本文
张辉, 白长虹, 陈晔. PWYW定价策略研究前沿探析[J]. 外国经济与管理, 2011, 33(6): 34–41.
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