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Effectiveness of Pwyw – are there Interchannel Differences?

Ilona Bondos and Marcin Lipowski
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Ilona Bondos: Maria Curie-Sklodowska University in Lublin, Poland
Marcin Lipowski: Maria Curie-Sklodowska University in Lublin, Poland

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Abstract: Article concerns the problem of innovative pricing, the effectiveness of participative price mechanism Pay What You Want is analysed. In the first part a review of the literature on PWYW and multi-channel sales was presented. This part was the theoretical background to the results of the quantitative study, which were presented in the second part. The purpose of the article was the attempt to answer the following research question: Do/how the results of PWYW mechanism differ in the offline and online channel? The study has showed that online PWYW price was lower than the offline PWYW price, and online payments constituted a smaller part of the reference prices (ie. prices paid by the consumer during the last shopping). The main conclusion from the study concerns the diversification of PWYW mechanism effectiveness. Using this participative pricing mechanism on the Internet channel is related to the risk of getting a lower price than price paid in offline channel. Thus, the mechanism PWYW in the online environment requires more vendor’s attention.

Keywords: PWYW; participative pricing; innovative pricing; online and offline channel; multichanneling. (search for similar items in EconPapers)
Date: 2016
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