Dynamic Pricing in Online Business. What Pricing Strategy Should Be Used in Digital Business?

Table of Contents

1 Introduction

2 Theoretical Foundation and Literature Review

2.1 Definition and Classification of Dynamic Pricing

2.2 Literature Review

2.3 Identified Research Gap

3 Derivation of Hypotheses and Conceptual Model

3.1 Consumer Reactions on Dynamic Pricing

3.2 Status-based Dynamic Pricing

3.3 Influence Factors on Price Fairness Perception

3.4 Consumer Reactions on Price Fairness Perception

3.5 Control Variable

3.6 Conceptual Model

4 Design of Empirical Study

4.1 Survey Method

4.2 Survey Scenarios

4.3 Survey Items

5 Data Analysis and Results

5.1 Survey Sample

5.2 Measurement Reliability

5.3 Hypotheses Testing

5.4 Further Analyses

6 Concluding Discussion

6.1 Discussion of Results

6.2 Managerial Implications

6.3 Limitations and Further Research

Objectives and Topics

This thesis examines how different customer status groups (new vs. existing) react to status-based dynamic pricing in e-commerce, specifically investigating the impact of price fairness perception on repurchase intention and the role of various moderating factors.

• Status-based dynamic pricing in digital environments
• Consumer price fairness perception
• Repurchase intention in e-commerce
• The role of buyer-seller and buyer-buyer relationship quality
• Moderating factors like norm belief, price sensitivity, and prior experience

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Summary of Chapters

1 Introduction: Discusses the growing importance of digital transformation and the strategic role of dynamic pricing, while highlighting the potential for consumer dissatisfaction and the research focus on status-based pricing.

2 Theoretical Foundation and Literature Review: Provides a comprehensive overview of dynamic pricing definitions, explores behavioral price research, and identifies gaps concerning the influence of customer status and relationship factors.

3 Derivation of Hypotheses and Conceptual Model: Utilizes equity theory to develop hypotheses regarding consumer reactions to dynamic pricing and presents a conceptual model with various moderating variables.

4 Design of Empirical Study: Outlines the methodology of the web-based survey, including the experimental design of the eight scenarios and the selection of survey items.

5 Data Analysis and Results: Details the statistical evaluation of the gathered survey data, testing the hypotheses through ANOVA, regression, and mediation analyses.

6 Concluding Discussion: Interprets the findings in relation to marketing literature, discusses managerial implications, and identifies limitations and directions for future research.

Keywords

Dynamic Pricing, Status-based Dynamic Pricing, Online Business, Price Fairness Perception, Repurchase Intention, Equity Theory, Consumer Behavior, E-Commerce, Prior Trust, Relationship Quality, Price Sensitivity, Norm Belief, Prior Experience, Consumer Status, Digitalization

Frequently Asked Questions

What is the core focus of this research?

The research focuses on the impact of status-based dynamic pricing on consumer behavior, specifically examining how new versus existing customers perceive price fairness and how this affects their intention to repurchase.

What are the primary themes covered in the study?

Key themes include dynamic pricing strategies, the influence of relationship quality and prior trust on price fairness, the role of individual consumer characteristics, and the mediating role of perceived price fairness on repurchase intention.

What is the main research objective?

The aim is to investigate how new and existing customers react to status-based dynamic pricing techniques to provide e-commerce managers with insights on how to adapt their pricing strategies while minimizing negative consumer reactions.

Which scientific methods are applied in this work?

The study utilizes a web-based empirical survey with a 2 x 2 x 2 between-subjects design. Data analysis includes ANOVA, ordinary least squares (OLS) regression, and mediation analysis using the PROCESS tool.

What content is discussed in the main chapters?

The work covers theoretical foundations (equity theory), develops a conceptual model with various moderators (relationship quality, prior trust, norm belief, etc.), describes an empirical experimental study, and analyzes the results to offer managerial implications.

Which keywords characterize this thesis?

Core keywords include Dynamic Pricing, Price Fairness, Repurchase Intention, Consumer Behavior, Equity Theory, and E-Commerce.

How do new customers compare to existing customers regarding fairness perception?

The study finds that new customers perceive higher price fairness and demonstrate higher repurchase intentions compared to existing customers when subjected to status-based dynamic pricing.

Does relationship quality influence the perception of dynamic pricing?

Based on the data analysis conducted, the study could not confirm a significant moderating effect of relationship quality (friend vs. stranger) on the relationship between dynamic pricing and price fairness perception.