The Moderating Role of loyalty and Satisfaction on the Effectiveness of Altruistic and Egoistic Motivation in Pay what you want Situations

The purpose of this paper is to identify motivation underlying voluntary payments in anonymous pay what you want settings on the internet. Considering Batson’s theoretical framework of altruistic and egoistic motivated helping behavior we seek to find out how a customers’ extent of loyalty and satisfaction influence motivation to pay. for this purpose we split the sample into four groups as combinations of these two factors. Satisfaction turns out to dominate the effectiveness of the motivation to pay as satisfied customers tend to altruistically motivated payments while dissatisfied customers pay out of an egoistic motivation, irrespective the level of loyalty.