@misc{WernerDostAhmed, author = {Werner, Bastian and Dost, Florian and Ahmed, Sheraz}, title = {Der Einfluss von partizipativen Preismechanismen auf die Kaufentscheidung ein empirischer Vergleich von PWYW , PYP und Festpreis am Beispiel dreier Konsumprodukte}, series = {Proceedings International Marketing Trends Conference 2024, Venice}, journal = {Proceedings International Marketing Trends Conference 2024, Venice}, isbn = {978-2-490372-18-8}, pages = {10}, abstract = {In a time of inflation, stagnant sales, and intense global competition, companies must differentiate themselves from their rivals to gain a competitive advantage. One intriguing strategy for this is the emerging Pick-Your-Price (PYP) mechanism, which, similar to the well-known Pay-What-You-Want (PWYW), is considered a participative pricing mechanism that enables buyers to significantly impact the price. Buyers prefer actively participating in the pricing process instead of passively accepting fixed prices. Their participation also enhances perceptions of fairness and satisfaction. However, which pricing mechanism - fixed price, PWYP, or PYP - should companies use to optimize purchase intent and expected payments? To address this, an online experiment was carried out, and ANOVA and mediation analysis were employed. This research investigates pricing strategies implemented on products of varying price levels (deodorant, smartphone, car) to evaluate their effects on purchase intention, expected payment, and buyers' perceptions of control, effort, and fairness throughout the purchase process. Results indicate that PWYW generates higher ratings for price control, cognitive effort, and purchase intention, while the highest payment expectation comes from PYP. Furthermore, the study shows that perceived control most significantly influences purchase intention and expected payment, followed by effort and fairness. We discuss implications for both researchers and practitioners.}, language = {de} }