Tüketicilerin Kişiselleştirilmiş Fiyatlandırma ile Dinamik Fiyatlandırma Uygulamalarına Yönelik Tutumlarının İncelenmesi

Bilgi teknolojilerindeki gelişmeler ve alışveriş faaliyetlerinin çevrimiçi ortamlarda daha fazla gerçekleştirilmesiyle birlikte, işletmeler, kazançlarını daha fazla artırmak amacıyla algoritmik fiyatlandırma olarak adlandırılan gerçek zamanlı fiyatlandırma mekanizmalarını kullanmaya başlamışlardır. Bu çalışmada algoritmik fiyatlandırma yöntemleri olan kişiselleştirilmiş fiyatlandırma ile dinamik fiyatlandırma uygulamalarına yönelik olarak tüketicilerin fiyat adaleti algısı, fiyat duyarlılığı, çevrim içi satıcıya duyulan güven ve ödeme istekliliği arasındaki farklılıklarının incelenmesi amaçlanmıştır. Bu amaç doğrultusunda kişiselleştirilmiş fiyatlandırma ile dinamik fiyatlandırma uygulamalarına yönelik hazırlanan iki senaryonun bulunduğu anketler iki gruba çevrimiçi olarak uygulanmıştır. Araştırmada elde edilen veriler sonucunda, tüketicilerin ödeme isteklilikleri bakımından iki grup arasında istatistiksel olarak anlamlı farklılığın bulunduğu belirlenmiştir. Çalışmanın sonucunda elde edilen bulgular doğrultusunda, fiyatlandırma yöneticilerine ve bu alanda araştırma yapacak olan akademisyenlere önerilerde bulunulmuştur.

Anahtar Kelimeler:

Algoritmik Fiyatlandırma, Kişiselleştirilmiş Fiyatlandırma, Dinamik Fiyatlandırma, Tüketici Davranışları

Investigation of Consumers' Attitudes towards Personalized Pricing and Dynamic Pricing Practices

With the developments in information technologies and shopping activities being carried out more in online environments, businesses have started to use real-time pricing mechanisms, called algorithmic pricing to increase their earnings more. In this study, it is aimed to examine the differences between consumers’ price fairness perception, price sensitivity, trust in online seller, and willingness to pay for personalized pricing and dynamic pricing applications, which are algorithmic pricing methods. For this purpose, questionnaires with two scenarios prepared for personalized pricing and dynamic pricing applications were conducted as online to two groups of participants. As a result of the data obtained in the research, it was determined that there was a statistically significant difference between the two groups in terms of consumers' willingness to pay. In line with the findings obtained as a result of the study, suggestions were made to pricing managers and academicians who will conduct research in this field.

Keywords:

Algorithmic Pricing, Personalized Pricing, Dynamic Pricing, Consumer Behavior,

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