Investigating the Effect of Perceived Price Unfairness on Consumer Brand Hate in a Dynamic Pricing System(Case Study: Snapp Online Taxi)

The purpose of the present study is to investigate the effect of perceived price unfairness on consumer brand hate in a dynamic pricing system and examine the mediating role of perceived betrayal and perceived deception. In this survey study, the target population consisted of all citizens of Tehran who have received service from Snapp online taxis at least once, who (according to the pre-test) considered Snapp prices unfair. The sampling method was convenience sampling and online snowball and the sample size was 172 people. Data collection and analysis tools were an online questionnaire and structural equation modeling with partial least squares approach using SmartPLS.3 software. According to the research results, perceived price unfairness has not had a significant direct effect on consumer brand hatred. Yet, this influence has been mediated through perceived betrayal. On the other hand, the mediation of perceived deception was not confirmed because despite acknowledging the impact of perceived price unfairness on perceived deception, the impact of perceived deception on brand hate was not acknowledged.