Meta-analysis of Influencing Factors on Perception of Fairness in Dynamic Pricing

Document Type : Research Paper


1 Associate Prof. in Business Management, University of Tehran, Tehran, Iran

2 Assistant Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran

3 Associate Prof. in Business Management, Alzahra University, Tehran, Iran

4 Ph.D. Student in Business Administration (Marketing), University of Tehran, Tehran, Iran


The main goal of this research is to identify influencing factors on perceived fairness in dynamic pricing and combination of quantitative results of researches conducted in this area with meta-analysis approach. The study population consisted of articles published in scientific journals conducted during 2000 and 2015 in the field of customer perceived fairness in dynamic pricing. For this reason, after the review and refine more than 600 articles related to the field of fairness and dynamic pricing, 21 articles were selected for meta-analysis. After review and summarize of selected articles, a total of 26 variables were identified that studied in the selected studies as a factor affecting the perceived fairness in dynamic pricing. Results showed that the effect sizes of three variables (Age, Brand Class, Type of Use) are not significant and acceptable. But the results related to the effect sizes of other variables are meaningful and acceptable.


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