@inproceedings{3cc7d5828f85450891893397439d39b6,
title = "The Effect of Consumer's Construal Level on Willingness-to-Pay for Productive Consumption Tools",
abstract = "Productive consumption is a post modern consumption mode that consumers also play producer roles during the consuming process. Customer Do-It-Yourself is a typical productive consumption activity. This study takes photo processing software which designed for photo DIY lovers rather than for professional use as a research context. An experiment was done to explore the role of customer's construal level on willingness-to-pay for productive consumption tools (one year use of photo DIY software in our study). Results showed that as consumer's construal level increased from concrete mindset to abstract mindset, the positive effect of function level on willingness-to-pay for productive consumption tools and that on self satisfaction in productive consumption experience would become stronger respectively.",
keywords = "construal level, productive consumption, willingness-to-pay",
author = "Zheng Qiuying and Li Huifan and Cao Huarui and Yao Tang",
note = "Publisher Copyright: {\textcopyright} 2014 IEEE.; International Conference on Service Sciences, ICSS 2014 ; Conference date: 22-05-2014 Through 23-05-2014",
year = "2015",
month = oct,
day = "28",
doi = "10.1109/ICSS.2014.23",
language = "英语",
series = "Proceedings of International Conference on Service Science, ICSS",
publisher = "Institute of Electrical and Electronics Engineers Inc.",
pages = "37--42",
booktitle = "Proceedings - 2014 International Conference on Service Sciences, ICSS 2014",
address = "美国",
}