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EMAC 2019 Annual Conference


Consumers' Acceptance of Servitized Pricing Schemes
(A2019-9875)

Published: May 28, 2019

AUTHORS

Christopher Pütz, TU Kaiserslautern; Thomas Robbert, TU Kaiserslautern; Stefan Roth, Technische Universität Kaiserslautern

KEYWORDS

Pricing; Servitization; Price Acceptance

ABSTRACT

With increasing servitization, providers adopt their revenue models and pricing schemes to more servitized revenue models and pricing schemes. While some providers are quite successful with implementing new servitized pricing shemes, others are facing negative consumer reactions. The authors conduct a netnographic analysis of forum user comments in the context of video games to explore the perception of servitized pricing schemes. They find first meaningful insights into the acceptance of servitized pricing schemes in the video game industry, which can be a role model for other industries. The study reveals the importance of general expectations of consumers of the revenue model.