We disentangle by means of a laboratory experiment two relevant drivers of voluntary payments in Pay-What-You-Want settings: the effects of interpersonal closeness and an audience. Our $2\times 2$ between-subjects design varies the interpersonal closeness of buyers and the observability of their payments by other buyers. This allows us to enrich the research on both drivers and identify whether the presence of close others (closeness effect), payment observability (audience effect), or the combination of both affects voluntary payments. We find that both effects separately are sufficient to increase voluntary payments. Payments are, on average, higher if they are observed by an audience and if buyers are acquainted with each other. While the effect of audience and interpersonal closeness on payments is additive in total, we do not find an interaction effect, if payments are observed by close others.

我们通过实验室实验弄清了“按需付费”环境中自愿付款的两个相关驱动因素：人际关系和受众的影响。我们的$2\times 2$主体间的设计改变了买方之间的人际关系以及其他买方对付款的可观察性。这使我们能够丰富有关这两个驱动因素的研究，并确定是否存在亲密关系（亲近效应），付款可观察性（受众效应）或两者的组合是否影响自愿付款。我们发现，两种影响分别足以增加自愿支付。如果观众观察到买家并且彼此熟悉，则平均而言，付款会更高。尽管受众和人际关系的亲密程度对支付的影响总体上是相加的，但如果亲密的他人观察到支付，我们就不会发现交互作用。