Estimating Willingness-to-pay with Choice-based Conjoint Analysis - Can Consumer Characteristics Explain Variations in Accuracy?

被引：18

作者：

Sichtmann, Christina ^{[1
]}

Wilken, Robert ^{[2
]}

Diamantopoulos, Adamantios ^{[1
]}

机构：

[1] Univ Vienna, Chair Int Mkt, A-1210 Vienna, Austria

[2] ESCP Europe Business Sch, D-14059 Berlin, Germany

来源：

BRITISH JOURNAL OF MANAGEMENT | 2011年 / 22卷 / 04期

关键词：

PRICE; INVOLVEMENT; MODELS; REPRESENTATIONS; UNCERTAINTY; PREDICTION; DISCRETE; VALIDITY; UTILITY; DESIGN;

D O I：

10.1111/j.1467-8551.2010.00696.x

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Knowing consumers' willingness to pay (WTP) is crucial for making effective pricing decisions. We assess the accuracy of choice-based conjoint analysis (CBCA), a method strongly supported by behavioural theory, in the context of WTP measurement at the individual level. Furthermore, we analyse whether variations in the accuracy of WTP estimates derived by CBCA can be explained by consumers' involvement, brand awareness and the strength of consumer preferences. The results show that CBCA does not provide accurate WTP estimates and, on average, grossly overestimates the true WTP of consumers. No empirical evidence can be found that consideration of the above-mentioned consumer characteristics results in more accurate WTP values.

引用

页码：628 / 645

页数：18

共 72 条

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