The effects of consumer participation in product construction and design on willingness to pay: The case of software
作者：
Highlights：
• Studies show that consumer effort positively affects willingness to pay (WTP).
• They also show a more positive effect for self-design than for self-construction.
• We hypothesize that self-design has a more negative effect in the case of software.
• Four versions of a mobile app are developed to experimentally test this hypothesis.
• The results confirm that WTP is negatively affected by self-design of the app.
摘要
•Studies show that consumer effort positively affects willingness to pay (WTP).•They also show a more positive effect for self-design than for self-construction.•We hypothesize that self-design has a more negative effect in the case of software.•Four versions of a mobile app are developed to experimentally test this hypothesis.•The results confirm that WTP is negatively affected by self-design of the app.
论文关键词：Consumer effort,Software,Willingness to pay,Self-construction,Self-design,Mobile apps
论文评审过程：Received 10 March 2017, Revised 31 May 2017, Accepted 29 June 2017, Available online 30 June 2017, Version of Record 8 July 2017.
论文官网地址：https://doi.org/10.1016/j.chb.2017.06.039
