Postawy studentów wobec partycypacyjnego modelu kształtowania ceny "płać, ile chcesz"

• Autorzy: Magdalena Krzyżanowska , Jolanta Tkaczyk

Warianty tytułu

Consumer Attitudes towards Pay-What-You-Want as a Participative Pricing Mechanism

• Języki publikacji: PL

Abstrakty

Głównym celem prezentowanego badania była identyfikacja postawy względem modelu "płać, ile chcesz" w kontekście percepcji ceny przez konsumentów. Ponieważ model "płać, ile chcesz" jest na razie wykorzystywany w Polsce w minimalnym zakresie, ale na podstawie obserwacji innych rynków można spodziewać się wzrostu zainteresowania nim, to autorki badania uznały, że badając postawy wobec tego modelu warto skupić się na konsumentach otwartych na nowe rozwiązania i dlatego wybrani zostali studenci. Badanie prowadzono przy wykorzystaniu modelu postawy ABC, obejmującym czynniki kognitywne, afektywne oraz konatywne. Zastosowano metodę ankiety audytoryjnej na próbie 138 studentów Akademii Leona Koźmińskiego, opartej na rozwiniętej skali ocen Lichtensteina i in. (1993), która została w ten sposób poddana weryfikacji. Analiza wyników badania została przeprowadzona w programie statystycznym SPSS. Ze względu na nielosowy dobór próby wyników nie można uogólniać. Artykuł ma charakter badawczy. (abstrakt oryginalny)

EN

The aim of the study is to identify the heterogeneity of attitudes towards paywhat- you-want as a participative pricing mechanism in the context of the perception of price. The study explored the attitudes of young people who are considered as being potentially interested in such a pricing model. The research is based on the ABC attitude model, comprising the cognitive, affective, and conative factors; it was conducted with the use of the random survey, including a group of 138 students of Management in Kozminski University. For the measurement, Lichtenstein's et al. (1993) scale has been developed and used; the results have been analysed with the use of SPSS. The generalisability of research findings are limited. (original abstract)

Słowa kluczowe

PL

Płatność; Ceny; Psychologia postrzegania; Badania konsumenckie

EN

Payment; Prices; Psychology of perception; Consumer research

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2016
• Numer: nr 2
• Strony: 266--279

Twórcy

autor

Magdalena Krzyżanowska

• Akademia Leona Koźmińskiego w Warszawie

autor

Jolanta Tkaczyk

• Akademia Leona Koźmińskiego w Warszawie

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