Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing
Purpose: The purpose of this paper is to investigate the direct and indirect effects of social visibility (private vs public), purchase motivation (intrinsic vs extrinsic vs altruistic) and external reference price (ERP) (absent vs present) on consumers’ pricing decisions in pay-what-you-want (PWYW)...
| Main Authors: | , , |
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| Format: | Journal Article |
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2015
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| Online Access: | http://hdl.handle.net/20.500.11937/25725 |