The Research on Influence of Consumers Fairness Perception to Pay-What-You-Want on Purchase Intention

บทคัดย่อ

This study investigated the impact of consumers' price fairness perception on purchase intentions within the Pay-What-You-Want (PWYW) pricing model. A sample of 1,000 valid responses was collected through questionnaire surveys measuring price fairness perception, purchase intention, brand loyalty, and word-of-mouth communication. Multiple regression analysis and stepwise regression analysis were employed to examine the relationships between variables and test the hypotheses.

The results revealed that consumers' price fairness perception significantly and positively influences their purchase intentions under the PWYW model, with varying effects across different consumer segments. Specifically, older consumers, female consumers, and higher-income consumers showed higher standards for price fairness and stronger purchase intentions. Additionally, price fairness perception positively affected brand loyalty and word-of-mouth communication. Based on these findings, it is recommended that businesses implementing PWYW pricing strategies should focus on providing price reference ranges, improving transparency, and fostering interactivity to enhance consumers' perception of price fairness and subsequently boost their purchase intentions. This research contributes to both the theoretical understanding of price fairness in innovative pricing models and practical applications in business strategy.