Price Fairness Perception on the AI Algorithm Pricing of Fashion Online Platform

패션 온라인 플랫폼의 AI 알고리즘 가격설정에 대한 가격 공정성 지각

  • Jeong, Ha-eok (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Yoon, Namhee (Human Ecology Research Center, Korea University)
  • 정하억 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 윤남희 (고려대학교 생활과학연구소)
  • Received : 2021.07.21
  • Accepted : 2021.08.31
  • Published : 2021.10.31


This study explores the effects of providing information on the price fairness perception and intention of continuous use in an online fashion platform, given a price difference due to AI algorithm pricing. We investigated the moderating roles of price inequality (loss vs. gain) and technology insecurity. The experiments used four stimuli based on price inequality (loss vs. gain) and information provision (provided or not) on price inequality. We developed a mock website and offered a scenario on the product presentation based on an AI algorithm pricing. Participants in their 20s and 30s were randomly allocated to one of the stimuli. To test the hypotheses, a total of 257 responses were analyzed using Process Macro 3.4. According to the results, price fairness perception mediated between information provision and continuous use intention when consumers saw the price inequality as a gain. When the consumers perceived high technology insecurity, information provision affected the intention of continuous use mediated by price fairness perception.