Estimating Willingness‐To‐Pay with Choice‐Based Conjoint Analysis – Can Consumer Characteristics Explain Variations in Accuracy?
Estimating Willingness‐To‐Pay with Choice‐Based Conjoint Analysis – Can Consumer Characteristics Explain Variations in Accuracy?
复制标题
通过基于选择的联合分析估计支付意愿——消费者特征能否解释准确性的变化？
DOI：
10.1111/j.1467-8551.2010.00696.x
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发表时间：
2011
期刊：
影响因子：
--
通讯作者：
A. Diamantopoulos
中科院分区：
文献类型：
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作者：
Christina Sichtmann;R. Wilken;A. Diamantopoulos
了解消费者的支付意愿 (WTP) 对于做出有效的定价决策至关重要。我们在个人层面的 WTP 测量背景下评估基于选择的联合分析 (CBCA) 的准确性，这是一种受到行为理论大力支持的方法。此外，我们还分析了 CBCA 得出的支付意愿估算的准确性差异是否可以通过消费者参与度、品牌知名度和消费者偏好强度来解释。结果表明，CBCA 没有提供准确的 WTP 估算，并且平均而言，严重高估了消费者的真实 WTP。没有证据表明考虑上述消费者特征会产生更准确的支付意愿值。
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.
影响因子：
7.2
作者：
ZAICHKOWSKY, JL
通讯作者：
ZAICHKOWSKY, JL