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These two variables have been known to have strong influences in fairness perception on consumers' decision\u2010making processes and outcomes.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors draw their conceptual foundations from previous studies, supplement this from the electronic commerce literature, and test the model through laboratory experiments.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The study demonstrates that consumers' perception on illusion control in price determination and advantageous lateral consumer relationship significantly affect price fairness perception in both the online auction and group buying environments.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The findings are expected to provide researchers with useful insights to conduct future studies on uncovering the nomological networks associated with price fairness perception.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The findings are expected to help managers develop better pricing strategies and design effective dynamic pricing mechanisms.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The paper provides the first integrated perspective on the human decision processes in the dynamic pricing environment in electronic markets.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02635571111133533","type":"journal-article","created":{"date-parts":[[2011,5,21]],"date-time":"2011-05-21T07:36:05Z","timestamp":1305963365000},"page":"531-550","source":"Crossref","is-referenced-by-count":45,"title":["Perceived price fairness of dynamic pricing"],"prefix":"10.1108","volume":"111","author":[{"given":"Simon","family":"Lee","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Abdou","family":"Illia","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Assion","family":"Lawson\u2010Body","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022030720002877800_b1","doi-asserted-by":"crossref","unstructured":"Adams, J.S. 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