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Music, film and video game makes face a new online, digital world. And some are testing a revolutionary pricing system: pay-what-you-want. But a new study finds that when consumers can name their own price, many may opt out of buying at all. The study is in the Proceedings of the National Academy of Sciences.
音樂、電影和視頻游戲進入了全新的網絡和數字時代。這時出現了一種革命性的定價方式：“隨你付”。但一項新研究發現，當允許消費者自己給商品定價的時候，他們中的許多人反而選擇了放棄購買。這項研究刊登在《全國科學院學報》上。
For the research, tour boat passengers posed for photos. Each boat ride announced a price of 15 dollars per picture. But they then charged either 15 dollars, 5 dollars, or the option to pay what you want.
研究人員以擺姿勢拍照的游船乘客作為研究對象。每個游船對每張照片的定價是15美元。但隨后有的收取15美元，有的收取5美元，有的則讓游客“隨你付”。
As expected, the fewest tourists purchased photos when they had to pay full price. But more customers bought photos when they cost 5 dollars than when prices were pay-what-you-want—which could have saved passengers even more.
正如研究人員所料，當不得不支付全價時，很少有游客購買照片。當定價5美元的時候，大多數的游客都會購買照片——多于可以“隨你付“的游客——盡管”隨你付“的游客本可以節省更多的錢。
The researchers suggest that choosing to pay less than an announced lower-than-expected price made people feel cheap. With choices then limited to spending more money or feeling like a tightwad, potential customers simply opted out of the purchase. So on sea or land, a low, set price may catch the most fish.
研究人員稱，低于預期的價格讓人們覺得很便宜。人們既不愿意多花錢也不愿意讓人覺得自己是個吝嗇鬼。因此，潛在客戶只能選擇放棄購買。所以，只有較低的固定價格才能抓住大多數顧客的心——這個定價原則，放諸四海而皆準。
注：本文譯文屬可可英語原創，未經允許，請勿轉載。
