Pay today, or delay the pay: Consumer preference for double flat-rate pricing plans

IF 9.8 1区管理学 Q1 BUSINESS Journal of Business Research Pub Date : 2024-09-01 Epub Date: 2024-07-04 DOI:10.1016/j.jbusres.2024.114804

Emanuel Schuster , Martin Spann

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Abstract

Double flat-rate pricing plans are a pricing strategy used in a variety of industries, including digital add-on services for durable products. These pricing plans consist of two distinct components: a nonrecurring flat rate and a recurring flat rate. A nonrecurring flat rate consists of a one-time, initial, nonrecurring provisioning fee. A recurring flat rate is a recurring (usually monthly) subscription fee that entitles consumers to unlimited access to the service without additional usage-based charges. While previous research has extensively studied single flat-rate pricing plans, consumer preference for double flat-rate pricing plans compared to single flat-rate plans has not yet been studied. We conduct two discrete choice experiments for utilitarian products in different industries and find that—contrary to the increasing use of double flat-rate pricing plans—consumers tend to prefer single flat-rate plans. Moreover, we find substantial preference heterogeneity for the two pricing plan components. Nonrecurring flat-rate fees have a greater influence on consumer choice than recurring flat-rate fees. We discuss the theoretical implications for behavioral pricing and consumers’ tariff choice decisions, as well as the managerial implications for firms’ pricing menu decisions.

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今天付款，或延迟付款：消费者对双倍统一定价计划的偏好

双倍统一费率定价计划是一种用于各行各业的定价策略，包括耐用产品的数字附加服务。这些定价计划由两个不同的部分组成：非经常性统一费率和经常性统一费率。非经常性统一费率包括一次性、初始、非经常性的供应费。经常性统一费率是一种经常性（通常是每月一次）订购费，消费者有权无限制地使用服务，无需支付额外的使用费。以往的研究对单一统一费率定价计划进行了广泛研究，但与单一统一费率计划相比，消费者对双重统一费率定价计划的偏好尚未得到研究。我们针对不同行业的功利性产品进行了两次离散选择实验，发现与双统一费率定价计划的使用日益增多相反，消费者倾向于选择单一统一费率计划。此外，我们还发现消费者对两种定价方案的偏好存在很大的异质性。与经常性统一费率相比，非经常性统一费率对消费者选择的影响更大。我们讨论了行为定价和消费者费率选择决策的理论意义，以及对企业定价菜单决策的管理意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.