THE EFFECT OF DYNAMIC PRICING ON CONSUMER PURCHASE INTENTION: A STUDY USING THE THEORY OF PLANNED BEHAVIOR

Authors : Altuğ Ocak

Pages : 567-598

View : 92 | Download : 152

Publication Date : 2025-09-29

Article Type : Research Paper

Abstract :The current research investigates dynamic pricing (DP) or real-time price change depending on demand and supply and its influence on consumers\\\' purchase intention under the Theory of Planned Behavior (TPB). Employing an online survey of 428 consumers and Structural Equation Modeling, this research reveals that attitude towards DP, subjective norms and perceived behavioral control (PBC) all have significant and positive influences on purchase intention. Attitude plays the strongest role, followed by PBC and subjective norms. Mediation analyses show that PBC in part mediates the attitude-intention relationship and subjective norms in part mediate the PBC-intention relationship. Also, subjective norms amplify the positive influence of attitudes on intention. T-tests further suggest that purchase intention varies significantly according to age and the frequency of online shopping but not according to gender, educational level or income. These conclusions employ TPB in a modern price context and identify fairness perception, consumer empowerment and social validation as the most influential factors behind DP adoption. The research provides actionable advice for firms to develop straightforward and transparent pricing solutions that give customers confidence and stimulate take-up.
Keywords : Dinamik Fiyatlandırma, Tüketici Davranışı, Satın Alma Niyetleri, Planlı Davranış Teorisi, Algılanan Davranışsal Kontrol

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