Abstract
It has become necessary and important to have a perspective of customer-based pricing because according to value co-creation, the value is co-created in the process of consumption and uniquely determined by customers. As the first step of the study of customer-based pricing, this study focused on exploring influence factors and chose Pay What You Want as the typical customer-based pricing method to analysis. Through the result of internet questionnaire, it is found that satisfaction which is before and after consuming and altruism has a positive influence on the payment of Pay What You Want. Fairness and self-image concerns are insignificant factors. Finally, based on the results, we showed the direction of the strategy of Pay What You Want and was able to contribute a new means to the development of pricing strategies in management diagnosis.
