| Keywords [eng] |
Omnichannel retail,Dynamic pricing strategies,Consumer Satisfaction,Fair and consumer trust,Consumer Price Sensitivity,Channel Preference,Price Transparency,Channel Consistency,Trust in Brand,Trust in Pricing System,Immediate Satisfaction,Long-term Satisfaction |
| Abstract [eng] |
Short description of the thesis: This paper explores the application of dynamic pricing in omni-channel retail and its impact on consumer satisfaction. By constructing a theoretical framework and using quantitative analysis methods, this paper studies how dynamic pricing affects consumers' immediate and long-term satisfaction through mediating variables such as trust and price fairness and analyzes the role of moderating variables such as price sensitivity and channel preference. The question with this thesis: In the context of omnichannel retail, what is the specific impact of dynamic pricing on consumer satisfaction? Is the impact significant? Are there other variables (such as trust, price fairness) mediating this process? The aim of this thesis: This research aims to systematically analyze the impact of dynamic pricing in an omnichannel retail environment on consumer satisfaction and establish its conceptual model, focusing on how dynamic pricing can simultaneously bring about positive (such as personalization, competitive pricing) and negative (such as price fluctuations, perceived unfairness) effects, and explore the role of mediating mechanisms, so as to fully understand its impact on consumer behavior, trust, and overall satisfaction. The main tasks of the thesis: 1. Explore the application of dynamic pricing in omnichannel retail and its role in channel management. 2. Evaluate the dual impact of dynamic pricing on consumer satisfaction, including positive (personalization and competitive pricing) and negative (price fluctuations and perceived unfairness). 3. Construct a theoretical model to analyze the relationship between dynamic pricing and consumer satisfaction and the role of other key mediating variables. 4. Propose suggestions for optimizing dynamic pricing strategies to balance corporate profitability and consumer satisfaction. Research methods used in thesis: This study adopts a quantitative research method and collects data through a questionnaire survey, covering key variables such as price fairness, trust, immediate and long-term satisfaction. The data are statistically analyzed using SPSS software, including descriptive statistics, correlation analysis, multiple regression analysis, and moderation and mediation effect analysis. Research and results obtained: 1. Dynamic pricing significantly impacts immediate and long-term satisfaction by influencing consumers’ perception of price fairness and trust. 2. Price-sensitive consumers are more sensitive to the negative impact of dynamic pricing, while high transparency and consistency can mitigate this impact. 3. Dynamic pricing personalization strategies are particularly effective in improving consumer experience and long-term satisfaction. Conclusions of the thesis: Dynamic pricing strategies excel in enhancing personalized shopping experiences, optimizing resource allocation, and improving long-term satisfaction. However, when price fluctuations lack transparency or fairness, it may lead to a decline in consumer trust, especially for consumers with high price sensitivity. This study verifies the flexibility and applicability of dynamic pricing in an omni-channel retail environment, and provides practical suggestions for retailers to optimize pricing strategies and improve consumer satisfaction. |
