Price Fairness Perception on the AI Algorithm Pricing of Fashion Online Platform
- Authors
- Jeong, H.-E.; Choo, H.J.; Yoon, N.
- Issue Date
- 2021
- Publisher
- Korean Society of Clothing and Textiles
- Keywords
- AI; AI algorithm pricing; Information provision; Price fairness; Price inequality; Technology in- security
- Citation
- Journal of the Korean Society of Clothing and Textiles, v.45, no.5, pp.892 - 906
- Indexed
- SCOPUS
KCI
- Journal Title
- Journal of the Korean Society of Clothing and Textiles
- Volume
- 45
- Number
- 5
- Start Page
- 892
- End Page
- 906
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/144834
- DOI
- 10.5850/JKSCT.2021.45.5.892
- ISSN
- 1225-1151
- Abstract
- This study explores the effects of providing information on the price fairness perception and intention of continuous use in an online fashion platform, given a price difference due to AI algorithm pricing. We investigated the moderating roles of price inequality (loss vs. gain) and technology insecurity. The experiments used four stimuli based on price inequality (loss vs. gain) and information provision (provided or not) on price inequality. We developed a mock website and offered a scenario on the product presentation based on an AI algorithm pricing. Participants in their 20s and 30s were randomly allocated to one of the stimuli. To test the hypotheses, a total of 257 responses were analyzed using Process Macro 3.4. According to the results, price fairness perception mediated between information provision and continuous use intention when consumers saw the price inequality as a gain. When the consumers perceived high technology insecurity, information provision affected the intention of continuous use mediated by price fairness perception. © 2021 The Korean Society of Clothing and Textiles. All Rights Reserved.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - ETC > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.