REAKCJE NA DYNAMICZNIE USTALANE CENY – CZY KONSUMENCI MAJĄ PODWÓJNE STANDARDY OCENY UCZCIWOŚCI CEN ONLINE?
REACTIONS TO DYNAMIC PRICING − DO CONSUMERS HAVE THE DOUBLE STANDARDS OF ASSESSMENT OF ONLINE PRICE FAIRNESS?

Summary/Abstract: The article discusses the issue of dynamic pricing in the context of assessing the fairness of such a practice. The first part is the theoretical background to the results of the author’s own research. This article aims to answer the following research question: Is the consumer perception of fairness of dynamically changing online price explicit. The quantitative research was carried out on a group of young consumers (n = 239). To illustrate the results factor analysis was used as well as the mean scores. The main conclusion applies to the relativity of fairness of online price differentiation – such a practice is perceived by consumers as fair, when the consumer’s price is lower than the reference price, and unfair when other consumers pay less for the same product.

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