PAY-WHAT-YOU-WANT PRICING RESEARCH: REVIEW AND PROPOSITIONS

摘要

A pricing method "pay-what-you-want" (PWYW) has raised interest among academics but results regarding its use remain ambiguous. Thus, there is a need to better understand the determinants of profitable use of PWYW. This paper reviews PWYW pricing research, summarizes its key findings, identifies unresolved issues, and offers future research propositions.