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

Öz

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.

Anahtar Kelimeler

• Dynamic Pricing
• Consumer Behavior
• Purchase Intentions
• Theory of Planned Behavior
• Perceived Behavioral Control

DİNAMİK FİYATLANDIRMANIN TÜKETİCİ SATIN ALMA NİYETİNE ETKİSİ: PLANLI DAVRANIŞ TEORİSİNİ KULLANAN BİR ARAŞTIRMA

Öz

Bu araştırma, dinamik fiyatlandırma (DP) veya talep ve arza bağlı gerçek zamanlı fiyat değişikliğini ve bunun Planlı Davranış Teorisi (TPB) kapsamında tüketicilerin satın alma niyetleri üzerindeki etkisini incelemektedir. 428 tüketicinin katıldığı çevrimiçi anket ve Yapısal Eşitlik Modellemesi kullanılarak yapılan bu araştırma, DP'ye yönelik tutum, öznel normlar ve algılanan davranış kontrolünün (PBC) satın alma niyeti üzerinde önemli ve olumlu etkileri olduğunu ortaya koymaktadır. Tutum en güçlü rolü oynarken, onu PBC ve öznel normlar izlemektedir. Aracılık analizleri, PBC'nin kısmen tutum-niyet ilişkisine, öznel normların ise kısmen PBC-niyet ilişkisine aracılık ettiğini göstermektedir. Ayrıca, öznel normlar tutumların niyet üzerindeki olumlu etkisini güçlendirmektedir. T-testleri, satın alma niyetinin yaş ve çevrimiçi alışveriş sıklığına göre önemli ölçüde değiştiğini, ancak cinsiyet, eğitim düzeyi veya gelire göre değişmediğini göstermektedir. Bu sonuçlar, TPB'yi günümüzün fiyatlandırma anlayışına uyarlamakta ve adalet algısı, tüketici güçlendirme ve sosyal onaylamayı DP'nin benimsenmesinde en etkili faktörler olarak belirlemektedir. Araştırma, firmalara müşterilere güven veren ve benimsenmeyi teşvik eden basit ve şeffaf fiyatlandırma çözümleri geliştirmeleri için uygulanabilir tavsiyeler sunmaktadır.Bu çalışma, dinamik fiyatlandırma kapsamında tüketici karar verme sürecinde psikolojik faktörlerin önemini vurgulamakta ve işletmelerin dinamik fiyatlandırma modellerini etkin bir şekilde uygulamaları için stratejiler önermektedir. Gelecekteki araştırmalar boylamsal etkileri, kültürel farklılıkları ve bireysel özelliklerin dinamik fiyatlandırma kabulündeki rolünü araştırmalıdır.

Anahtar Kelimeler

• Dinamik Fiyatlandırma
• Tüketici Davranışı
• Satın Alma Niyetleri
• Planlı Davranış Teorisi
• Algılanan Davranışsal Kontrol

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