The Effect of Consumer's Construal Level on Willingness-to-Pay for Productive Consumption Tools

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.