Evaluating effect of price framing, outcome Desirability and information on consumer's perceived price fairness in dynamic pricing

The main goal of this study is to investigate effect of price framing, outcome comparison and information on customer’ fairness perceptions in dynamic pricing. We have used a 2 (framing: discount/ surcharge) by 2 (Comparison outcome: better/ worse price) by 2 (Information availability: absent/ present) factorial, between-subject design with scenario method for testing research hypotheses. Questionnnaires were randomly distributed among general and potential customers which consist of 35 survey for each scenario who were attended in online social networks. Results show that framing prices as a discount rather than a surcharge, significantly improved customers’ price fairness perceptions. The results also showed that the effects of information and comparison outcome on customers’ perceived price fairness is not significant in dynamic pricing. In addition, findings suggest that customer satisfaction affected by perceived price fairness. Hwever, effect of customer satisfaction on his/her behavioral tendencies (repurchase intention and positive word of mouth) is supported by findings.