性别在“按需付费”背景下的作用（摘要）

这项研究强调了性别如何影响消费者在 "按需付费 "情况下的支付行为。四项涉及假设支付和实际支付的研究表明，在 "按需付费 "的环境中，男性通常会比女性支付更少的费用，这是因为在代理取向（agentic orientation)与公共取向( communal orientation)方面存在性别差异。男性以代理取向对待支付决策，而女性以公共取向对待支付决策。这些取向就会影响支付动机，并最终影响支付行为。由于代理取向的男性更多的是以自我为中心，他们的支付决策是出于经济因素的考虑，从而导致支付额较低。相反，公共取向型的女性更注重他人，他们的支付决策同时受到社会和经济因素的激励，导致支付额较高。研究结果还强调了卖家如何利用营销传播来提高社会支付动机的重要性，并证明通过这样做，营销者可以在“按需支付”的环境下，不改变女性支付金额的同时增加男性的支付金额。

This research highlights how gender shapes consumer payments in pay-what-you-want contexts. Four studies involving hypothetical and real payments show that men typically pay less than women in pay-what-you-want settings, due to gender differences in agentic versus communal orientation. Men approach the payment decision with an agentic orientation, and women approach it with a communal orientation. These orientations then shape payment motives and ultimately affect payment behavior. Because agentic men are more self-focused, their payment decisions are motivated by economic factors, resulting in lower payments. Conversely, communal women are more other-focused, and their payment decisions are motivated by both social and economic factors, resulting in higher payments. The findings additionally highlight how sellers can use marketing communications to increase the salience of social payment motives and demonstrate that by doing so, marketers can increase how much men pay without altering how much women pay in pay-what-you-want settings.

论文原文：Shelle Santana and Vicki G. Morwitz. (2021). The Role of Gender in Pay-What-You-Want Contexts. Journal of Marketing Research, 58(2), 265-281.