Pricing Strategies in the Era of Digitalisation and the Perceived Shift in Consumer Behaviour of Youth in Poland

The advent of industry 4.0 along with the spread of Information and Communication Technology has brought about many pivotal changes in the ECommerce segment. Technology driven pricing strategies like dynamic pricing has become very common across different industries all over the world. Today, online pricing has evolved into a very efficient and sophisticated pricing strategy where product prices are personalised and tailored to the last conceivable individual buying unit possessing similar characteristics. This study examines various traits exhibited by online consumers in a dynamic pricing environment and figures out the reasons for the display of strategic purchase behaviour by the consumers in response to the dynamic pricing strategy adopted by the sellers. The study was conducted among the Polish millennials as Poland has the median online market size and growth rate among the Central and Eastern European Countries. A PLS based structural equation modelling used in the study reveals that many factors including fair price perception of consumers, social influence, awareness about the pricing strategy and shopping experience influence the motivations for consumers to display a strategic purchase behaviour