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Pay-What-You-Want im Internet
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Unter Verwendung einer experimentellen Studie zeigt Markus Gahler, dass Konsumenten in internetbasierten PWYW-Situationen durchaus bereit sind positive Preise zu zahlen. Die Ergebnisse seiner regressionsbasierten Modellschtzung verdeutlichen, dass bei geltender Kuferanonymitt die freiwillige Zahlungsbereitschaft durch einen vom Verkufer kommunizierten externen Referenzpreis positiv beeinflusst wird. Dieser Effekt wird bei Gtern mit niedrigen variablen Kosten ber das soziale Motiv der Fairness mediiert.
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