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.