The Effect of Price Fairness Perception on Repurchase Intent in Dynamic Pricing: A Study on Users of Holiday Booking Sites

One of the most important issues of marketing in the internet environment is pricing. Pricing is a very important factor for consumers and businesses. Holiday booking sites have to price the goods or services when marketing the goods or services. Their pricing should satisfy both holiday booking sites and consumers. One of the ways to please the consumer is dynamic pricing practices. However, dynamic pricing practices also need to be fair. Fair perception of the price is an important factor for consumers to repurchase the good or service. The research aims to analyze the effect of price fairness perception on repurchase intention in dynamic pricing. The research was carried out with semi-structured interview technique, one of the qualitative data collection tools. In the research, a total of 15 people who bought a holiday from holiday booking sites were interviewed.