The Role of Dynamic Pricing and Dynamic Bundling on Unfairness Pricing Perceptions

Abstract

This study aims to analyze the influence of dynamic pricing and dynamic bundling on the unfairness pricing perception which ultimately determines the level of general authority in buying a product / service. 340 respondents were made as samples after going through the screening process. The results of the analysis found that dynamic pricing has a significant effect on the unfairness pricing perception. Second, dynamic bundling has no significant effect on the unfairness pricing perception. Third, unfairness pricing perceptions caused by dynamic pricing have no significant effect on satisfaction. Finally, the unfairness pricing perception caused by dynamic bundling has a significant effect on satisfaction.

A Systematic Requirement Analysis for Dynamic Pricing in Retail E-Commerce

“…Dynamic pricing can be useful, but the process of fixing prices is challenging. It requires to understand the client's willingness to pay, projections of the future demand, and the ability to modify price strategies in order to maintain competitiveness [13].…”

“…The primary business requirement for dynamic pricing is to maximize profit while balancing supply and demand [13] [18]. To put it succinctly: maximize profit by setting prices in response to 1) Demand & supply for the product, 2) An individual customer willingness to pay at the offered price.…”