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

Inhaltsverzeichnis (Table of Contents)

• Abstract
• List of Abbreviations
• List of Figures
• List of Tables
• 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
• References

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master thesis aims to investigate consumer reactions to dynamic pricing in e-commerce, specifically focusing on status-based dynamic pricing and its impact on both new and existing customers' price fairness perception and repurchase intention.

• Examining consumer reactions to dynamic pricing, particularly status-based dynamic pricing.
• Investigating the relationship between dynamic pricing and price fairness perception.
• Analyzing the moderating effects of individual consumer characteristics, relationship quality, and prior experience on the relationship between dynamic pricing and price fairness perception.
• Exploring the mediating role of price fairness perception on the relationship between dynamic pricing and repurchase intention.
• Deriving managerial implications for e-commerce retailers to optimize their dynamic pricing strategies.

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis begins with an introduction providing context and outlining the research question. Chapter 2 delves into the theoretical foundations of dynamic pricing and reviews relevant literature, identifying existing research gaps. Chapter 3 establishes a conceptual model, proposing hypotheses about the relationship between status-based dynamic pricing, price fairness perception, and repurchase intention. Chapter 4 outlines the methodology employed, including the survey method, scenarios, and survey items used for data collection. Chapter 5 presents the data analysis and results, examining the differences in price fairness perception between new and existing customers and testing the proposed hypotheses. Finally, Chapter 6 discusses the results, drawing managerial implications and highlighting limitations and avenues for future research.

Schlüsselwörter (Keywords)

Dynamic pricing, status-based pricing, price fairness perception, repurchase intention, e-commerce, consumer behavior, price sensitivity, relationship quality, prior trust, prior experience, moderation, mediation.