Pricing strategies in the era of digitalisation and the perceived shift in consumer behaviour of youth in Poland
Vol. 12, No 3, 2019
Vijay Victor
Doctoral School of Management and Business Administration, Szent Istvan University, Hungary Victor.Vijay@phd.uni-szie.hu Saintgits Institute of Management, Kottukulam Hills, Pathamuttom India Vijay.Victor@Saintgits.org |
Pricing strategies in the era of digitalisation and the perceived shift in consumer behaviour of youth in Poland |
Jose Joy Thoppan
Saintgits Institute of Management, Kottukulam Hills, Pathamuttom India jose.joy@saintgits.org Maria Fekete-Farkas
Faculty of Economic and Social Sciences, Szent Istvan University, Hungary Farkasne.Fekete.Maria@gtk.szie.hu Janusz Grabara
The Management Faculty, Czestochowa University of Technology, Poland janusz@grabara.eu
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Abstract. The advent of industry 4.0 along with the spread of Information and Communication Technology has brought about many pivotal changes in the E-Commerce segment. Technology driven pricing strategies like dynamic pricing has become very common across different industries all over the world. Today, online pricing has evolved into a very efficient and sophisticated pricing strategy where product prices are personalised and tailored to the last conceivable individual buying unit possessing similar characteristics. This study examines various traits exhibited by online consumers in a dynamic pricing environment and figure out the reasons for the display of strategic purchase behaviour by the consumers in response to the dynamic pricing strategy adopted by the sellers. The study was conducted among the Polish millennials as Poland has the median online market size and growth rate among the Central and Eastern European Countries. A PLS based structural equation modelling used in the study reveals that many factors including fair price perception of consumers, social influence, awareness about the pricing strategy and shopping experience influence the motivations for consumers to display a strategic purchase behaviour.
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Received: January, 2019 1st Revision: April, 2019 Accepted: September, 2019 |
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DOI: 10.14254/2071-8330.2019/12-3/7
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JEL Classification: D820, D910, D810 |
Keywords: dynamic pricing, e-commerce, strategic purchase behaviour, revenue management, PLS SEM |