DYNAMIC PRICE FORMATION IN THE ONLINE ENVIRONMENT
Abstract: The subject of the research is the impact of the perception of dynamic in online stores on the perception of fairness, consumer trust and purchase intent, with a special focus on the role of transparency. The topic is significant due to the increasing use of algorithmic pricing in digital commerce, which can shape the experience of fairness and consumer behavior. The aim of this study was to examine the interrelationships of these variables and to determine whether transparency mitigates the potentially negative effects of dynamic prices.
The research was conducted using a quantitative approach, using a survey questionnaire with a Likert scale, and the sample consisted of respondents with experience in online shopping. The data were analyzed using descriptive statistics, correlation and regression analysis, moderation analysis, and structural modeling (SEM) to test hypotheses and assess the correlation between constructs.
The results show that respondents recognize dynamic price formation, but the perception of fairness remains moderate. It was found that the perception of dynamic prices significantly influences fairness and trust, while fairness and transparency strongly contribute to purchase intent. Transparency has emerged as a significant influencing factor that reinforces the link between fairness and purchase intent. Consequently, dynamic pricing does not have to have a negative impact on consumers if it is accompanied by clear and transparent communication. The contribution of the paper lies in an integrated model that explains the relationships between price perception, trust and consumer behavior in the online environment.
Keywords: dynamic pricing, perception of fairness, consumer trust, purchase intent, online store