Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito
ilustraciones, diagramas
- Autores:
-
Vásquez Mejía, Edwin Mauricio
- Tipo de recurso:
- Fecha de publicación:
- 2023
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/85288
- Palabra clave:
- 650 - Gerencia y servicios auxiliares::658 - Gerencia general
Productos digitales
Valor percibido
Excedente del consumidor
Disposición a pagar
Pricing
Digital products
Perceived value
Consumer surplus
Willingness to pay
Evaluación económica
Precio
Sociología económica
Economic evaluation
Prices
Economic sociology
- Rights
- openAccess
- License
- Reconocimiento 4.0 Internacional
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Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito |
| dc.title.translated.eng.fl_str_mv |
Perceived value, consumer surplus, or willingness to pay to determine the potential price of a free digital product |
| title |
Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito |
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Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito 650 - Gerencia y servicios auxiliares::658 - Gerencia general Productos digitales Valor percibido Excedente del consumidor Disposición a pagar Pricing Digital products Perceived value Consumer surplus Willingness to pay Evaluación económica Precio Sociología económica Economic evaluation Prices Economic sociology |
| title_short |
Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito |
| title_full |
Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito |
| title_fullStr |
Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito |
| title_full_unstemmed |
Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito |
| title_sort |
Valor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuito |
| dc.creator.fl_str_mv |
Vásquez Mejía, Edwin Mauricio |
| dc.contributor.advisor.spa.fl_str_mv |
Robayo Pinzón, Oscar Javier Rojas Berrío, Sandra Patricia |
| dc.contributor.author.spa.fl_str_mv |
Vásquez Mejía, Edwin Mauricio |
| dc.contributor.researchgroup.spa.fl_str_mv |
Management and Marketing (M&M) |
| dc.subject.ddc.spa.fl_str_mv |
650 - Gerencia y servicios auxiliares::658 - Gerencia general |
| topic |
650 - Gerencia y servicios auxiliares::658 - Gerencia general Productos digitales Valor percibido Excedente del consumidor Disposición a pagar Pricing Digital products Perceived value Consumer surplus Willingness to pay Evaluación económica Precio Sociología económica Economic evaluation Prices Economic sociology |
| dc.subject.proposal.spa.fl_str_mv |
Productos digitales Valor percibido Excedente del consumidor Disposición a pagar |
| dc.subject.proposal.eng.fl_str_mv |
Pricing Digital products Perceived value Consumer surplus Willingness to pay |
| dc.subject.unesco.spa.fl_str_mv |
Evaluación económica Precio Sociología económica |
| dc.subject.unesco.eng.fl_str_mv |
Economic evaluation Prices Economic sociology |
| description |
ilustraciones, diagramas |
| publishDate |
2023 |
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2023 |
| dc.date.accessioned.none.fl_str_mv |
2024-01-15T19:08:35Z |
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2024-01-15T19:08:35Z |
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Trabajo de grado - Maestría |
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info:eu-repo/semantics/masterThesis |
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Universidad Nacional de Colombia |
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Repositorio Institucional Universidad Nacional de Colombia |
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https://repositorio.unal.edu.co/ |
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https://repositorio.unal.edu.co/handle/unal/85288 https://repositorio.unal.edu.co/ |
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Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia |
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spa |
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Recuperado el 8 de agosto de 2022, de sensortower.com: https://sensortower.com/blog/pokemon-go-one-billion-revenue-2020 Chhabra, S. (2014). Determining the optimal price point: using Van Westendorp’s price sensitivity meter. En S. Chatterjee, N. Singh, D. Goyal, & N. Gupta (Edits.), Managing in Recovering Markets. Springer proceedings in business and economics (págs. 257-270). New Delhi: Springer . doi:10.1007/978-81-322-1979-8\{_}20 Chuang, Y.-W. (2020). Why do you buy digital goods in the mobile game? The value perspective Advances in Management & Applied Economics, 10(1), 35-49. ISSN: 1792-7544 (print version), 1792-7552(online) Collis, A. (2020). Consumer welfare in the digital economy. Social Science Research Network. doi:10.2139/ssrn.3733700 Deloitte. (30 de marzo de 2022). 2022 media & entertainment industry outlook. Deloitte United States. 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European journal of management, 16(2), 45-54. doi:10.18374/ejm-16-2.4 Kotler, P., & Armstrong, G. (2013). Fundamentos de Marketing. 11° edición. Prentice Hall. Obtenido de https://frrq.cvg.utn.edu.ar/pluginfile.php/14584/mod_resource/content/1/Fundamentos%20del%20Marketing-Kotler.pdf Kotler, P., & Keller, K. L. (2016). Marketing Management (15a ed). New Jersey: Pearson Prentice Hall. Kotler, P., Armstrong, G., & Opresnik, M. O. (2020). Principles of Marketing Global Edition (18a ed). Pearson Education Limited. Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2005). Principles of Marketing. Fourth European Edition. Pearson Education Limited. Obtenido de http://library.wbi.ac.id/repository/212.pdf Kouhia, H.-L. A. (2017). Deciphering Consumer Perceived Value of Digital Goods [Master's Thesis International Business and Sales Management, UNIVERSITY OF EASTERN FINLAND]. UEF E-Repository. Obtenido de https://erepo.uef.fi/handle/123456789/17871 Kučinskas, G., & Pikturnienė, I. (2021). Willingness to buy digital and physical books: impact of price fairness perceptions on different price levels and content of books. Market - Tržište, 33(SI), 29-46. doi:10.22598/mt/2021.33.spec-issue.29 Kwon, S. (2021). Understanding psychological ownership in the digital environment. Māketingu jānaru, 40(4), 66-74. doi:10.7222/marketing.2021.020 Laatikainen, G., & Ojala, A. (2019). Pricing of digital goods and services. IRIS 41 : Papers of the 41st Information Systems Research Seminar in Scandinavia (págs. 1-16). IRIS Association. Selected Papers of the IRIS, 9/2018. Obtenido de https://aisel.aisnet.org/iris2018/6 Lambrecht, A., Goldfarb, A., Bonatti, A., Ghose, A., Goldstein, D. A., Lewis, R. A., Rao, A., Sahni, N., & Yao, S. (2014). How do firms make money selling digital goods online? Marketing Letters, 25(3), 331-341. doi:10.1007/s11002-014-9310-5 Lipovetsky, S. (2006). Van Westendrop Price Sensitivity in Statistical Modeling. International Journal of Operations and Quantitative Management, 12(2), 141-156. Obtenido de https://www.researchgate.net/publication/262835217_Van_Westendrop_Price_Sensitivity_in_Statistical_Modeling Masuda, Y., & Whang, S. (2019). Digitization and profitability. Information Systems and E-business Management, 19. doi:10.1007/s10257-019-00458-z Mattsson, J. (1991). Better Business by the ABC of Values. Lund: Studdentlitteratur. McKinsey & Company. (2016). Global Media Report 2016 (v3). Recuperado el 5 de abril de 2022, de https://www.mckinsey.com/~/media/McKinsey/Industries/Technology%20Media%20and%20Telecommunications/Media%20and%20Entertainment/Our%20Insights/Global%20Media%20Report%202016/GMO%20Report_2016_Industry%20overview_v3.pdf Méndez, V. (28 de julio de 2022). Diablo Immortal ha recaudado $100 MDD en 2 meses, a pesar de las críticas a su sistema de microtransacciones. 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Obtenido de https://www.pwc.com/gx/en/industries/entertainment-media/outlook/downloads/PwC_Outlook22.pdf Rachlin, H. (2000). The science of self-control. Harvard University Press. Ruiz, M. A., Pardo, A. M., & Martín, R. S. (2010). MODELOS DE ECUACIONES ESTRUCTURALES. Papeles del psicólogo, 31(1), 34-45. Obtenido de https://www.redalyc.org/pdf/778/77812441004.pdf Runge, J., Levav, J., & Nair, H. S. (2022). Price promotions and “freemium” app monetization. Quantitative marketing and economics, 20(2), 101-139. doi:10.1007/s11129-022-09248-3 Sai, Y. (2010). Pricing digital products and services in electronic commerce. Contemporary Management Research, 6(3), 263-270. doi:10.7903/cmr.18 Saunders, M. N., Lewis, P., & Thornhill, A. (2019). Chapter 4: Understanding research philosophy and approaches to theory development. En En Research Methods for Business Students ebook (English Edition) (Vol. 8, págs. 128-170). Pearson. Recuperado el 14 de marzo de 2022, de https://urldefense.proofpoint.com/v2/url?u=https3A__lccn.loc.gov_2018058370&d=DwIFAg&c=0YLnzTkWOdJlub_y7qAx8Q&r=zKTI3XCTUJM0AsOJA2Iy8zK9anF7moqCccCkWx1Ygs&m=aFJFa_On9Bwi_ZE496eRa0RzNQg4o0hbQsJmY60F4S4&s=jnj_MFTdyrU7pKlt5YX8gCup6YtYmmqllMUMXs1Og7w&e= Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 159-170. doi:10.1016/0148-2963(91)90050-8. Obtenido de: https://www.sciencedirect.com/science/article/abs/pii/0148296391900508?via%3Dihub Shmueli, G., Ray, S., Estrada, J. M., & Chatla, S. B. (2016). The Elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10), 4552-4564. doi:10.1016/j.jbusres.2016.03.049 Solomon, M. R. (2013). Comportamiento del consumidor (10a ed). México D.F.: Pearson Educación. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi:10.1016/s0022-4359(01)00041-0. Recuperado de: https://www.researchgate.net/profile/J-Sweeney2/publication/223248568_Consumer_Perceived_Value_The_Development_of_a_Multiple_Item_Scale/links/5cd82e83a6fdccc9dda499b3/Consumer-Perceived-Value-The-Development-of-a-Multiple-Item-Scale.pdf Syverson, C. (2017). Challenges to mismeasurement explanations for the US productivity slowdown. Journal of Economic Perspectives, 31(2), 165-186. doi:10.1257/jep.31.2.165 Taleizadeh, A. A., Noori-Daryan, M., Soltani, M., & Askari, R. (2021). Optimal pricing and ordering digital goods under piracy using game theory. Annals of Operations Research, 315(2), 931-968. doi:10.1007/s10479-021-04036-w Tan, Y., & Carrillo, J. E. (2016). Strategic Analysis of the Agency Model for Digital Goods. Production and Operations Management, 26(4), 724--741. doi:10.1111/poms.12595 Valencia, C. (2021). Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia [Tesis de maestría]. Obtenido de Repositorio Institucional, Biblioteca Digital de la Universidad Nacional de Colombia: https://repositorio.unal.edu.co/ Van Westerndorp, P. (1976). NSS-Price Sensitivity-Meter (PSM) – A New Approach to Study Consumer Perception of Prices. Proceedings of the 29th ESOMAR Congress, (págs. 139-167). Obtenido de https://archive.researchworld.com/a-new-approach-to-study-consumer-perception-of-price/ Westland, J. C. (2010). Lower bounds on sample size in structural equation modeling. Electronic Commerce Research and Applications, 9(6), 476-487. doi:10.1016/j.elerap.2010.07.003 Westland, J. C. (2012). Erratum to “Lower Bounds on sample size in Structural equation modeling” [Electron. Commerce Res. Appl. 9 (6) (2010) 476–487]. Electronic Commerce Research and Applications, 11(4), 445. doi:10.1016/j.elerap.2012.06.001 Wohlfeil, M., & Whelan, S. (2006). Consumer motivations to participate in Event-Marketing strategies. Journal of Marketing Management, 22(5-6), 643-669. doi:10.1362/026725706777978677 Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of evidence. Journal of Marketing, 52(3), 2-22. doi:10.1177/002224298805200302 |
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Reconocimiento 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Robayo Pinzón, Oscar Javier89843f62c66daa16aec11d29b7615818Rojas Berrío, Sandra Patriciab161b3a4fa9dda1b2e7c35127a05d77cVásquez Mejía, Edwin Mauricio652a1d769cbee9f95499a5f31650efcd600Management and Marketing (M&M)2024-01-15T19:08:35Z2024-01-15T19:08:35Z2023https://repositorio.unal.edu.co/handle/unal/85288Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, diagramasLos bienes y servicios digitales tienen características particulares que los diferencian de los productos físicos, lo que a su vez implica diferencias en los mercados y el comportamiento de los actores implicados; por ejemplo, que la preexistencia en el mercado de una versión gratuita incrementa el potencial de beneficio de la versión de pago. Estas diferencias causan, entre otras cosas, que las organizaciones tengan dificultades para establecer el precio de sus productos digitales, por lo que se propone ajustar los procesos de pricing, con el aporte de la percepción del consumidor. Para esto, se identificaron tres perspectivas teóricas relevantes, relacionadas con los conceptos de valor percibido, excedente del consumidor y disposición a pagar. Se adaptó un instrumento que incluye técnicas desarrolladas desde cada una de las tres perspectivas, con el que se indagó sobre una hipotética versión de pago por suscripción de WhatsApp y se obtuvieron 523 observaciones, qué se analizaron con correlaciones y sobre dos modelos de ecuaciones estructurales, para identificar el aporte de la percepción del consumidor al pricing. Esto permitió establecer que las tres perspectivas ofrecen información significativa para pricing: el valor percibido tiene fuerza predictiva de la percepción del consumidor sobre la versión de pago; del excedente del consumidor se obtuvo un acercamiento apropiado al establecimiento de un precio tentativo de COP$50.000 mensuales; y la disposición a pagar puede explicar el 27% del pricing desde la perspectiva del consumidor, pero la técnica asociada para encontrar el precio potencial no es apropiada para productos digitales. (Texto tomado de la fuente).Digital goods and services have particular characteristics that differentiate them from physical products, which in turn implies differences in the markets and the behavior of the actors involved; for example, that the pre-existence of a free version on the market increases the profit potential of the paid version. These differences cause, among other things, that organizations have difficulties in establishing the price of their digital products, so it is proposed to adjust the pricing processes, with the contribution of consumer perception. For this, three relevant theoretical perspectives were identified, related to the concepts of perceived value, consumer surplus and willingness to pay. An instrument was adapted that includes techniques developed from each of the three perspectives, with which a hypothetical paid version of WhatsApp was investigated, and 523 observations were obtained, which were analyzed with correlations and on two structural equation models to identify the contribution of consumer perception to pricing. This made it possible to establish that the three perspectives offer significant information for pricing: the perceived value has a predictive force of the consumer's perception of the paid version; from the consumer surplus, an appropriate approach was obtained to establish a tentative price of COP$50,000 per month; and the willingness to pay can explain 27% of pricing from the consumer's perspective, but the associated technique to find potential price is not appropriate for digital products.MaestríaMagíster en AdministraciónSe realizó una metodología cuantitativa con desarrollo abductivo, para poder rechazar o confirmar conjeturas establecidas en forma de hipótesis, a partir del análisis de datos resultantes de la observación a través de un instrumento de medición. Para el análisis se utilizaron estadísticos descriptivos, modelos de ecuaciones estructurales con mínimos cuadrados parciales (PLS-SEM) y técnicas específicas asociadas a los constructos estudiados.Gestión de mercados y comportamiento del consumidorxiii, 136 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede Bogotá650 - Gerencia y servicios auxiliares::658 - Gerencia generalProductos digitalesValor percibidoExcedente del consumidorDisposición a pagarPricingDigital productsPerceived valueConsumer surplusWillingness to payEvaluación económicaPrecioSociología económicaEconomic evaluationPricesEconomic sociologyValor percibido, excedente de consumidor o disposición a pagar para determinar el precio potencial de un producto digital gratuitoPerceived value, consumer surplus, or willingness to pay to determine the potential price of a free digital productTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMAlbari, A., & Safitri, I. 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Journal of Marketing, 52(3), 2-22. doi:10.1177/002224298805200302AdministradoresEstudiantesInvestigadoresMaestrosPúblico generalLICENSElicense.txtlicense.txttext/plain; charset=utf-85879https://repositorio.unal.edu.co/bitstream/unal/85288/1/license.txteb34b1cf90b7e1103fc9dfd26be24b4aMD51ORIGINAL1032394889.2023.pdf1032394889.2023.pdfTesis de Maestría en Administraciónapplication/pdf5017420https://repositorio.unal.edu.co/bitstream/unal/85288/2/1032394889.2023.pdf231ab657424ef0c4b05237c173447575MD52THUMBNAIL1032394889.2023.pdf.jpg1032394889.2023.pdf.jpgGenerated Thumbnailimage/jpeg5288https://repositorio.unal.edu.co/bitstream/unal/85288/3/1032394889.2023.pdf.jpgdf81d2b23326ed2abc7ae45904bdb8fdMD53unal/85288oai:repositorio.unal.edu.co:unal/852882024-01-15 23:03:57.26Repositorio Institucional Universidad Nacional de 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