Dynamic Pricing Strategies and Consumer Purchase Behavior: A Systematic Literature Review
Keywords:
dynamic pricing; consumer purchase behavior; artificial intelligence; personalized pricing; digital marketing.Abstract
Purpose This study examines the development of dynamic pricing strategies and their influence on consumer purchase behavior in digital markets. The increasing use of artificial intelligence, predictive analytics, and personalized pricing has transformed traditional pricing mechanisms, creating a need for a comprehensive synthesis of recent research findings.
Methods A Systematic Literature Review (SLR) was conducted following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework. Fifty peer-reviewed journal articles published between 2022 and 2026 and indexed in Scopus were selected using predefined inclusion and exclusion criteria. The collected studies were analyzed through thematic synthesis to identify major research themes, theoretical developments, and emerging trends.
Findings The review revealed four dominant themes: pricing strategies, consumer behavioral responses, technological integration, and fairness and ethical considerations. Dynamic pricing increasingly relies on artificial intelligence and data-driven technologies to optimize pricing decisions and personalize customer experiences. Consumer purchase behavior is influenced by trust, perceived value, fairness perceptions, satisfaction, and customer experience. The findings also indicate that transparency, privacy concerns, and algorithmic accountability play an increasingly important role in determining consumer acceptance of adaptive pricing systems.
Research Implications The study highlights the importance of balancing technological innovation with transparency, fairness, and consumer trust. The findings provide guidance for businesses, policymakers, and researchers in developing responsible and effective pricing strategies within digital environments.
Originality This review integrates fragmented literature into a comprehensive framework linking pricing mechanisms, technological capabilities, consumer psychology, and ethical dimensions, offering an updated perspective on dynamic pricing in contemporary digital marketplaces.
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