Purpose In this paper, the authors study the effect of consumers' fairness preferences on dynamic pricing strategies adopted by platforms in a non-cooperative game. Design/methodology/approach This study applies fair game and repeated game theory. Findings This study reveals that, in a one-shot...

Online retailers are increasingly mindful of maintaining a long-term relationship with customers, rather than simply focusing on one-time purchases. It is thus critical to ensure that customers continue revisiting a retailer’s website to explore its products and subsequently make purchases....