The effects of individual internal versus external reference prices on consumer decisions for pay-what-you-want payments
und | 01. Apr. 2019
Über diesen Artikel
Online veröffentlicht: 01. Apr. 2019
Seitenbereich: 1 - 17
DOI: https://doi.org/10.1515/ceej-2018-0001
Schlüsselwörter
© 2017 A. Kukla-Gryz, K. Zagórska, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.
Fig. 1
Results of random-effects GLS regression, with estimated PWYW payments as dependent variable, without internal reference price as independent variable
| Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | |
|---|---|---|---|---|
| Author reward | 0.108*** | 0.010 | 0.005 | 0.057* |
| (0.030) | (0.015) | (0.020) | (0.031) | |
| Publication costs | 0.104*** | 0.017 | 0.019 | 0.014 |
| (0.035) | (0.017) | (0.020) | (0.034) | |
| Distribution costs | 0.042 | -0.002 | -0.021 | 0.034 |
| (0.041) | (0.017) | (0.028) | (0.039) | |
| Risk loving | 0.851*** | 0.207 | 0.259 | 0.368* |
| (0.249) | (0.135) | (0.174) | (0.210) | |
| Age | -0.007 | 0.014 | -0.012 | -0.019 |
| (0.066) | (0.027) | (0.037) | (0.053) | |
| Sex | 2.999** | 1.190** | 1.074 | 1.410 |
| (1.309) | (0.568) | (0.711) | (1.054) | |
| Unknown quality | 5.248*** | 2.333*** | 3.871*** | 6.255*** |
| (0.622) | (0.287) | (0.459) | (0.586) | |
| High quality | 12.357*** | 4.950*** | 8.755*** | 14.222*** |
| (0.622) | (0.287) | (0.459) | (0.586) | |
| Constant | -6.807 | 0.021 | 5.632** | 5.508 |
| (4.218) | (1.764) | (2.229) | (3.846) | |
| Observations | 231 | 234 | 231 | 252 |
| Number of respondents | 77 | 78 | 77 | 84 |
The average of estimated PWYW payments for e-books with perceived low, unknown and high quality - results in PLN presented separately for all treatments and the control group, and different levels of individual internal reference prices
| Low quality | Unknown quality | High quality | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | ||
| Internal reference price between <9.90,19.90) | 8.73 | 11.61 | 11.72 | 18.05 | 16.38 | 24.66 | |||||||
| p-value(1) | 0.001 | 0.000 | 0.000 | - | |||||||||
| Observations with internal reference price < 19.90, 39.90) | 22 | 24 | 15 | 18 | 22 | 24 | 15 | 18 | 22 | 24 | 15 | 18 | - |
| Internal reference price between < 19.90, 39.90) | 5.86 | 12.55 | 8.61 | 18.43 | 10.78 | 27.48 | - | ||||||
| p-value(1) | 0.186 | 0.050 | 0.014 | - | |||||||||
| Observations with internal reference price < 19.90, 39.90) | 11 | 16 | 12 | 16 | 11 | 16 | 12 | 16 | 11 | 16 | 12 | 16 | - |
| Observations with revealed internal reference prices* | 34 | 40 | 28 | 36 | 34 | 40 | 28 | 36 | 34 | 40 | 28 | 36 | - |
| All observations per treatment | 77 | 78 | 78 | 84 | 77 | 78 | 78 | 84 | - | ||||
OLS regressions, with estimated PWYW payments as dependent variable. Regressions for e-book with high quality, estimated separately for each treatment and control group, with and without internal reference price as explanatory variable.
| With internal reference price | Without internal reference price | |||||||
|---|---|---|---|---|---|---|---|---|
| Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | |
| Publication costs | 0.035 | 0.028 | 0.042 | 0.061 | 0.125** | 0.001 | 0.037* | 0.036 |
| (0.074) | (0.029) | (0.047) | (0.093) | (0.048) | (0.018) | (0.020) | (0.041) | |
| Author reward | 0.082 | -0.003 | 0.014 | 0.085 | 0.114** | -0.013 | 0.014 | 0.082** |
| (0.064) | (0.024) | (0.043) | (0.061) | (0.044) | (0.016) | (0.020) | (0.037) | |
| Risk loving | 0.848 | 0.329 | 0.022 | 0.512 | 1.011*** | 0.187 | 0.325* | 0.380 |
| (0.695) | (0.212) | (0.274) | (0.444) | (0.366) | (0.146) | (0.163) | (0.246) | |
| Internal reference price | 0.752** | 0.205** | 0.166 | 0.268 | ||||
| (0.298) | (0.081) | (0.152) | (0.163) | |||||
| Age | 0.017 | -0.028 | -0.018 | -0.110 | -0.050 | 0.002 | -0.076** | -0.039 |
| (0.196) | (0.036) | (0.084) | (0.102) | (0.095) | (0.029) | (0.038) | (0.062) | |
| Sex | 3.601 | 2.929*** | 1.129 | 2.921 | 4.432** | 1.638*** | 0.674 | 2.878** |
| (3.193) | (0.954) | (1.487) | (2.166) | (1.907) | (0.610) | (0.732) | (1.252) | |
| Constant | -4.123 | 2.974 | 8.092* | 16.319** | 8.790* | 7.582*** | 16.442*** | 20.595*** |
| (8.850) | (2.600) | (4.190) | (6.480) | (4.926) | (1.671) | (2.014) | (3.924) | |
| Observations | 34 | 40 | 28 | 36 | 77 | 78 | 77 | 84 |
| R-squared | 0.457 | 0.336 | 0.136 | 0.274 | 0.221 | 0.117 | 0.151 | 0.164 |
OLS regressions, with estimated PWYW payments as dependent variable. Regressions for e-book with unknown quality, estimated separately for each treatment and control group, with and without internal reference price as explanatory variable.
| With internal | reference | price | Without | internal reference | price | |||
|---|---|---|---|---|---|---|---|---|
| Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | |
| Publication costs | 0.126** | 0.025 | 0.042 | -0.103 | 0.115*** | 0.015 | 0.019 | -0.001 |
| (0.051) | (0.031) | (0.047) | (0.070) | (0.032) | (0.018) | (0.022) | (0.036) | |
| Author reward | 0.120** | 0.011 | 0.014 | 0.011 | 0.113*** | 0.010 | 0.018 | 0.037 |
| (0.045) | (0.026) | (0.043) | (0.046) | (0.030) | (0.016) | (0.022) | (0.033) | |
| Risk loving | 0.732 | 0.407* | 0.022 | 0.131 | 0.683*** | 0.221 | 0.288 | 0.567** |
| (0.484) | (0.228) | (0.274) | (0.334) | (0.246) | (0.146) | (0.181) | (0.221) | |
| Internal reference price | 0.472** | 0.178* | 0.166 | 0.396*** | ||||
| (0.208) | (0.087) | (0.152) | (0.123) | |||||
| Age | 0.124 | 0.038 | -0.018 | -0.125 | -0.027 | 0.040 | 0.021 | 0.008 |
| (0.137) | (0.039) | (0.084) | (0.077) | (0.064) | (0.029) | (0.042) | (0.056) | |
| Sex | 3.451 | 2.765** | 1.129 | 2.618 | 2.890** | 1.437** | 0.923 | 1.522 |
| (2.227) | (1.028) | (1.487) | (1.631) | (1.281) | (0.607) | (0.813) | (1.122) | |
| Constant | -12.434* | -2.045 | 8.092* | 16.063*** | 3.532 | 2.312 | 8.433*** | 12.665*** |
| (6.171) | (2.800) | (4.190) | (4.879) | (3.310) | (1.665) | (2.236) | (3.516) | |
| Observations | 34 | 40 | 28 | 36 | 77 | 78 | 77 | 84 |
| R-squared | 0.592 | 0.307 | 0.136 | 0.346 | 0.302 | 0.126 | 0.071 | 0.119 |
OLS regressions, with estimated PWYW payments as dependent variable. Regressions for e-book with low quality, estimated separately for each treatment and control group, with and without internal reference price as explanatory variable.
| With internal reference price | Without internal reference price | |||||||
|---|---|---|---|---|---|---|---|---|
| Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | |
| Publication costs | 0.187*** | 0.056 | 0.054 | -0.132* | 0.109*** | 0.037* | -0.000 | 0.010 |
| (0.051) | (0.036) | (0.065) | (0.076) | (0.032) | (0.021) | (0.030) | (0.044) | |
| Author reward | 0.110** | 0.052* | 0.023 | 0.051 | 0.089*** | 0.033* | -0.014 | 0.034 |
| (0.044) | (0.030) | (0.060) | (0.050) | (0.029) | (0.018) | (0.029) | (0.040) | |
| Risk loving | 0.624 | 0.328 | -0.343 | -0.217 | 0.901*** | 0.210 | -0.001 | 0.279 |
| (0.481) | (0.266) | (0.379) | (0.365) | (0.242) | (0.171) | (0.238) | (0.268) | |
| Internal reference price | 0.367* | 0.166 | 0.296 | 0.529*** | ||||
| (0.206) | (0.102) | (0.210) | (0.134) | |||||
| Age | 0.255* | -0.015 | -0.019 | -0.142 | 0.015 | -0.002 | 0.034 | -0.051 |
| (0.136) | (0.045) | (0.116) | (0.084) | (0.063) | (0.034) | (0.055) | (0.068) | |
| Sex | 3.419 | 2.022 | 0.350 | 2.277 | 2.265* | 0.472 | 1.700 | 0.255 |
| (2.210) | (1.198) | (2.055) | (1.780) | (1.262) | (0.712) | (1.068) | (1.363) | |
| Constant | -20.977*** | -3.451 | 4.315 | 9.759* | -3.261 | 0.916 | 6.826** | 10.824** |
| (6.124) | (3.265) | (5.790) | (5.327) | (3.261) | (1.951) | (2.936) | (4.274) | |
| Observations | 34 | 40 | 28 | 36 | 77 | 78 | 77 | 84 |
| R-squared | 0.609 | 0.240 | 0.145 | 0.415 | 0.309 | 0.104 | 0.044 | 0.042 |
Results of random-effects GLS regression, with estimated PWYW payments as dependent variable, and internal reference price as an individual-specific independent variable
| Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | |
|---|---|---|---|---|
| Internal reference price | 0.535** | 0.182** | 0.217 | 0.388*** |
| (0.216) | (0.079) | (0.150) | (0.116) | |
| Author reward | 0.103** | 0.019 | 0.011 | 0.057 |
| (0.046) | (0.024) | (0.043) | (0.046) | |
| Publication costs | 0.112* | 0.035 | 0.050 | -0.055 |
| (0.061) | (0.028) | (0.046) | (0.065) | |
| Distribution costs | 0.009 | -0.017 | 0.002 | 0.026 |
| (0.068) | (0.027) | (0.057) | (0.051) | |
| Risk loving | 0.726 | 0.381* | -0.106 | 0.092 |
| (0.501) | (0.210) | (0.306) | (0.327) | |
| Age | 0.138 | -0.005 | -0.023 | -0.115 |
| (0.147) | (0.035) | (0.082) | (0.075) | |
| Sex | 3.396 | 2.772*** | 0.678 | 2.413 |
| (2.391) | (0.975) | (1.466) | (1.570) | |
| Unknown quality | 4.591*** | 2.520*** | 3.140*** | 6.114*** |
| (0.929) | (0.405) | (0.658) | (0.849) | |
| High quality | 10.806*** | 4.850*** | 7.669*** | 13.847*** |
| (0.929) | (0.405) | (0.658) | (0.849) | |
| Constant | -21.293*** | -5.634* | 4.203 | 4.227 |
| (7.670) | (3.037) | (4.454) | (5.012) | |
| Observations | 102 | 120 | 84 | 108 |
| Number of respondents | 34 | 40 | 28 | 36 |
The average of estimated PWYW payments for e-books with perceived low, unknown and high quality – results in PLN presented separately for treatments with different external reference prices and the control group without the external reference price
| Low quality | Unknown quality | High quality | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | Control group | Low price treatment 9.90 | Medium price treatment 19.90 | High price treatment 39.90 | |
| Min | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 8 | 1 | 1 | 5 | 15 |
| Max | 36.7 | 10 | 20 | 29 | 36.7 | 15 | 20 | 30 | 50 | 20 | 25 | 39.9 |
| Mean | 8.902 | 4.115 | 8.476 | 11.481 | 14.151 | 6.449 | 12.361 | 17.736 | 21.260 | 9.065 | 17.310 | 25.703 |
| p-value(1) | 0.000 | 0.309 | 0.996 | 0.000 | 0.013 | 1.000 | 0.000 | 0.000 | 1.000 | |||
| p-value(2) | 0.000 | 0.807 | 0.048 | 0.000 | 0.127 | 0.000 | 0.000 | 0.000 | 0.001 | |||
| p-value(3) | 0.000 | 0.977 | 0.003 | 0.000 | 0.157 | 0.000 | 0.000 | 0.000 | 0.000 | |||
| Standard deviation | 5.972 | 3.168 | 4.551 | 6.046 | 6.032 | 2.738 | 3.5125 | 5.188 | 8.497 | 2.733 | 3.314 | 5.941 |
| Observations | 77 | 78 | 78 | 84 | 77 | 78 | 78 | 84 | 77 | 78 | 78 | 84 |