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Consumer Attitude and Reaction towards Personalised Pricing in the E-Commerce Sector

Vijay Victor (victor.vijay@phd.uni-szie.hu)
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Vijay Victor: Doctoral School of Management and Business Administration, Szent Istv�n University, Hungary Author-2-Name: Maria Fekete-Farkas Author-2-Workplace-Name: Faculty of Economics and Social Sciences, Szent Istvan University, Godollo 2100, Hungary Author-3-Name: Zoltan Lakner Author-3-Workplace-Name: Doctoral School of Management and Business Administration, Szent Istvan University, Godollo 2100, Hungary Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: Objective - This study examines consumer attitudes and reactions towards personalised pricing strategies in a negative and positive hypothetical purchase context. Methodology/Technique - The data was collected from 250 respondents from India through a set of two structured questionnaires, each one comprising either a positive or negative purchase scenario. Partial Least Square based Structural Equation Modelling (PLS SEM) was used to analyse the data. Findings - The results of the study imply that the consumers are concerned about the usage of their personal data for price customisation which reduces their repurchase intentions and increases the reprisal intention. The results also depict that a loyal customer base reacts positively to some extent to the personalised pricing strategy. Novelty - This study considers the impact of personalised pricing on the fair price perceptions, privacy concerns and customer loyalty in both positive and negative purchase contexts which is a novel in this research area.

Keywords: Personalised Pricing; E-Commerce; Consumer Behaviour; Price Discrimination, PLS SEM. (search for similar items in EconPapers)
JEL-codes: D11 D82 D90 (search for similar items in EconPapers)
Pages: 9
Date: 2019-06-19
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (1)

Published in Journal of Management and Marketing Review, Volume 4, Issue2

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