{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,8]],"date-time":"2026-01-08T01:12:28Z","timestamp":1767834748033,"version":"3.49.0"},"reference-count":57,"publisher":"Emerald","issue":"11","license":[{"start":{"date-parts":[[2024,4,16]],"date-time":"2024-04-16T00:00:00Z","timestamp":1713225600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2024,12,2]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The development of the digital age has made data and information more transparent, enhancing the strategic perspectives of both buyers (strategic waiting) and sellers (price fluctuations) in their decision-making. This research investigates the optimal dynamic pricing strategy of the content product developer in relation to their consideration of consumer fairness concerns to elucidate the impact of consumer fairness concerns on the dynamic pricing strategy of the developer.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This paper assumes that monopolistic content developers implement a dynamic pricing strategy for the content product. Through constructing a two-period dynamic pricing game model, this research investigates the optimal decisions of the content developer, contingent upon their consideration or disregard of consumer fairness concerns. In the extension section, the authors additionally account for the influence of myopic consumers on these optimal decisions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Our findings reveal that the degree of consumer fairness concerns significantly influences the developer\u2019s optimal dynamic pricing decision. When a developer offers content products with lower depth, there is a propensity for the developer to refrain from incorporating consumer fairness concerns into a dynamic pricing strategy. Conversely, in cases where the developer offers a high-depth content product, consumer fairness concerns benefit the developer. Furthermore, our analysis reveals a consistent benefit for the developer from the inclusion of myopic consumers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Few studies have delved into the conjoined influence of consumer fairness concerns and strategic behavior on dynamic pricing strategy. Our findings indicate that consumer fairness concerns can enhance the efficiency of the value chain for content products under specific conditions. This paper not only enriches the existing literature on dynamic pricing by incorporating consumer fairness concerns theoretically but also offers practical insights. The outcomes of this research can guide content product developers in devising optimal dynamic pricing strategies.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-09-2023-0669","type":"journal-article","created":{"date-parts":[[2024,4,12]],"date-time":"2024-04-12T11:38:46Z","timestamp":1712921926000},"page":"3164-3196","source":"Crossref","is-referenced-by-count":3,"title":["Dynamic pricing strategy for content products considering consumer fairness concerns and strategic behavior"],"prefix":"10.1108","volume":"124","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1994-6731","authenticated-orcid":false,"given":"Hongyu","family":"Hou","sequence":"first","affiliation":[]},{"given":"Feng","family":"Wu","sequence":"additional","affiliation":[]},{"given":"Xin","family":"Huang","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2024,4,16]]},"reference":[{"key":"key2024120305191277600_ref001","article-title":"The impact of dynamic two-sided platform pricing on fairness perception in the sharing economy","year":"2018"},{"issue":"6","key":"key2024120305191277600_ref002","doi-asserted-by":"publisher","first-page":"3060","DOI":"10.1287\/msom.2022.1120","article-title":"The impacts of algorithmic work assignment on fairness perceptions and productivity: evidence from field experiments","volume":"24","year":"2022","journal-title":"Manufacturing and Service Operations Management"},{"issue":"2","key":"key2024120305191277600_ref003","doi-asserted-by":"publisher","first-page":"218","DOI":"10.1287\/mksc.2014.0894","article-title":"Pricing information goods: a\u00a0strategic analysis of the selling and pay-per-use mechanisms","volume":"34","year":"2015","journal-title":"Marketing Science"},{"issue":"1","key":"key2024120305191277600_ref004","doi-asserted-by":"publisher","first-page":"166","DOI":"10.1257\/aer.90.1.166","article-title":"ERC: a theory of equity, reciprocity, and competition","volume":"91","year":"2000","journal-title":"American Economic Review"},{"issue":"3","key":"key2024120305191277600_ref005","doi-asserted-by":"publisher","first-page":"817","DOI":"10.1162\/003355302760193904","article-title":"Understanding social preferences with simple tests","volume":"117","year":"2002","journal-title":"The Quarterly Journal of Economics"},{"issue":"1","key":"key2024120305191277600_ref006","doi-asserted-by":"publisher","first-page":"36","DOI":"10.1287\/mksc.1120.0751","article-title":"The benefit of uniform price for branded variants","volume":"32","year":"2013","journal-title":"Marketing Science"},{"issue":"3","key":"key2024120305191277600_ref007","doi-asserted-by":"publisher","first-page":"1075","DOI":"10.3390\/jtaer17030055","article-title":"How do consumer fairness concerns affect an E-commerce Platform's choice of selling scheme?","volume":"17","year":"2022","journal-title":"Journal of Theoretical and Applied Electronic Commerce Research"},{"issue":"3","key":"key2024120305191277600_ref008","doi-asserted-by":"publisher","first-page":"569","DOI":"10.1287\/mksc.2022.1395","article-title":"Consumer fairness concerns and dynamic pricing in a channel","volume":"42","year":"2023","journal-title":"Marketing Science"},{"issue":"3","key":"key2024120305191277600_ref009","doi-asserted-by":"publisher","first-page":"585","DOI":"10.1287\/isre.2017.0698","article-title":"Selling or leasing? 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