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Partizipative Preissetzung bei Weinverkostungen: Ein Pay-What-You-Want-Experiment

Author

Listed:
  • Bitsch, Linda
  • Hanf, Jon
  • Hildenbrand, Andreas
  • Pabst, Evelyn
  • Schilling, Ulrich

Abstract

Zur Abschöpfung der erhöhten Zahlungsbereitschaften der Nachfrager werden auf Weingütern Weinverkostungen durchgeführt. Bisher wird in Deutschland für die Teilnahme an einer Weinverkostung kein positiver Preis verlangt, obwohl eine Weinverkostung mit fixen und variablen Kosten verbunden ist. Eine Lösung Entgelt zu generieren, besteht darin, den Nachfragern die Preissetzung durch Pay-What-You-Want-Mechanismen zu überlassen. Ziel dieses Beitrags ist, die mögliche Einführung des Pay-What-You-Want-Mechanismus bei Weinverkostungen zu untersuchen. Zusätzlich wird untersucht, ob und wie weit die Zahlungsbereitschaft sowohl durch Informationen zu den Weinen als auch durch Referenzpreise beeinflusst werden kann. Des Weiteren wird analysiert, inwiefern Weinwissen dabei eine Rolle spielt. Zur Beantwortung der Fragen wird ein Modell entwickelt sowie ein Experiment aufgebaut und durchgeführt. Wird ein Pay-What-You-Want-Mechanismus verwendet, werden positive Zahlungen geleistet. Die Bereitstellung von Informationen zu den Weinen kann die geleiste-ten Zahlungen erhöhen. Die Angabe eines Referenzpreises erhöht die Zahlungen nicht. Die Angabe eines Referenzpreises zusammen mit der Bereitstellung von Informationen kann die Zahlungen erhöhen. Mit Wein vertrautere Nachfrager leisten keine höheren Zahlungen.

Suggested Citation

  • Bitsch, Linda & Hanf, Jon & Hildenbrand, Andreas & Pabst, Evelyn & Schilling, Ulrich, 2017. "Partizipative Preissetzung bei Weinverkostungen: Ein Pay-What-You-Want-Experiment," 57th Annual Conference, Weihenstephan, Germany, September 13-15, 2017 261994, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi17:261994
    DOI: 10.22004/ag.econ.261994
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    References listed on IDEAS

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