Pay-What-You-Want – Praxisrelevanz und Konsumentenverhalten

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.