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EMAC 2019 Annual Conference

Consumers' Acceptance of Servitized Pricing Schemes

Published: May 28, 2019


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


Pricing; Servitization; Price Acceptance


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.