자기해석과 소비맥락이 PWYW 하의 공공전시에서 지각된 가치 및 지불의사금액에 미치는 영향

초록

This study explores marketing strategies to prepare for low profitability when introducing Pay-What-You-Want(PWYW) in public art museums. To this end, we focused on consumer characteristics and analyzed the effects of consumers' self-construal and consumption context on perceived value and willingness-to-pay(WTP) under PWYW. We classified the sample into four groups, according to a 2(self-construal: independent vs. interdependent) × 2(consumption context: solitary vs. shared) combination and measured perceived value and WTP by group. We used 228 valid questionnaires from individuals in their 20s and 30s who had visited an exhibition service at least once in the previous year. The results indicate that consumers' perceived value is enhanced when presented with a consumption context that aligns with their self-construal value orientation. Specifically, the results show that respondents characterized by interdependent self-interpretation were more willing to pay in shared context than in solitary one. This study has academic significance as it is the first study in Korea to compare the combination of self- construal and consumption context reflecting consumers' psychological characteristics under PWYW pricing. The results of this study suggest that the use of participatory pricing strategies such as PWYW in public exhibition services, combined with self-construal and consumption context, can improve consumers' value perception of exhibition services while providing them with pricing freedom. Results also suggest that providers can naturally induce higher WTP, which contributes to marketing strategies that can improve the risk of low profitability under participary pricing.

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