Wittstock-Lang Regina, Bekk Magdalena, Spörrle Matthias
Department of Business and Economic Psychology, Seeburg Castle University, Seekirchen am Wallersee, Austria.
Department of Marketing and Brand Management, University of Cologne, Köln, Germany.
PLoS One. 2023 Feb 14;18(2):e0275499. doi: 10.1371/journal.pone.0275499. eCollection 2023.
Participative pricing models (i.e., auction, reverse auction, pay-what-you-want) have grown in importance compared to classical, non-participative pricing models (i.e., fixed price, discount). This study examined (1) relative use intentions regarding different (non-) participative pricing models, (2) the emotional responses triggered by the pricing models and influencing consumers' use intentions, and (3) the moderating role of individual skepticism in this context. A between-subjects experiment (N = 505) with five groups, manipulating participative (auction, reverse auction, and pay-what-you-want) and non-participative (fixed price and discount) pricing models, detected reduced use intentions towards participative compared to non-participative pricing models. Even though participative pricing models induced higher levels of positive as well as negative emotions, the effects via positive emotions (promoting use intentions) were weaker than the effects via negative emotions (mitigating use intentions). Skepticism towards participative pricing models enhanced negative emotions and decreased positive emotions. Practical applications should rely on enhancing positive emotions while simultaneously reducing negative emotions, as they exert independent effects. Skepticism of potential users should be mitigated in the early stages of the customer relationship, e.g., via trustworthiness triggers.
与传统的非参与式定价模式（即固定价格、折扣）相比，参与式定价模式（即拍卖、反向拍卖、随你定价）的重要性日益凸显。本研究考察了：（1）不同（非）参与式定价模式的相对使用意愿；（2）定价模式引发的、影响消费者使用意愿的情绪反应；（3）在这种背景下个体怀疑态度的调节作用。一项有五组受试者的组间实验（N = 505），对参与式（拍卖、反向拍卖、随你定价）和非参与式（固定价格、折扣）定价模式进行了操控，结果发现与非参与式定价模式相比，参与式定价模式的使用意愿降低。尽管参与式定价模式引发了更高水平的积极情绪和消极情绪，但通过积极情绪（促进使用意愿）产生的影响弱于通过消极情绪（减轻使用意愿）产生的影响。对参与式定价模式的怀疑增强了消极情绪，降低了积极情绪。实际应用应依靠增强积极情绪，同时减少消极情绪，因为它们会产生独立的影响。在客户关系的早期阶段，应减轻潜在用户的怀疑态度，例如通过引发信任感的方式。
