From Free to Fair: How 'Pay What You Want' Is Transforming Business Models
[eng] This thesis examines the dynamics of an innovative participatory pricing model, Pay-What- You-Want (PWYW), and its impacts on the business world. The study was conducted within a three-phase research process, encompassing a bibliometric analysis, a systematic literature review, and an empirica...
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| Tipo de recurso: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universidad de Barcelona |
| Repositorio: | Dipòsit Digital de la UB |
| OAI Identifier: | oai:diposit.ub.edu:2445/221935 |
| Acceso en línea: | https://hdl.handle.net/2445/221935 http://hdl.handle.net/10803/694767 |
| Access Level: | acceso abierto |
| Palabra clave: | Màrqueting Conducta dels consumidors Bibliometria Marketing Consumer behavior Bibliometrics |
| Sumario: | [eng] This thesis examines the dynamics of an innovative participatory pricing model, Pay-What- You-Want (PWYW), and its impacts on the business world. The study was conducted within a three-phase research process, encompassing a bibliometric analysis, a systematic literature review, and an empirical study. This comprehensive approach provides an in-depth understanding of the theoretical foundations and practical applications of the PWYW model. The bibliometric analysis mapped the development of academic research on PWYW, revealing key trends, influential studies, and critical gaps in the literature. This analysis emphasises the importance of PWYW in marketing literature and serves as a strategic guide for research. The systematic literature review delved deeper into the effects of PWYW on behavioural, psychological, and business outcomes. Synthesising the findings of various studies, SLR synthesised the estimators, models, and theoretical backgrounds of the studies in the field, addressing a comprehensive research gap for future research. The empirical study integrated the Informative Contact with Beneficiaries construct into the PWYW context. The study examines the sequential mediation effects of perceived control and reciprocity concerns on consumers' willingness to pay, establishing new theoretical connections between these mechanisms. This research is the first to combine ICB with PWYW and examine a sequential mediation effect in this model. In this respect, it significantly contributes to behavioural economics and participatory pricing literature. In terms of managerial contributions, this study presents the current knowledge on PWYW pricing and the dynamics of which factors managers who want to implement this pricing should consider. It is also emphasised that PWYW is a strategic tool for increasing consumer trust, developing brand loyalty and encouraging ethical consumption. The integration of ICB provides opportunities for businesses to effectively communicate the tangible effects of their payments to consumers, thus creating stronger consumer-brand relationships. Finally, this thesis deepens the theoretical understanding of PWYW and provides practical insights into implementing this innovative pricing strategy in the business world. In this respect, it stands out as an essential study that strengthens the role of PWYW in the modern economy. |
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