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J. Oper. Res."],"published-print":{"date-parts":[[2022,2]]},"abstract":"<jats:p> The development of emerging technologies, such as advanced information system, social media, and blockchain, has significantly changed consumers\u2019 behaviors in relation to online purchase. Having access to the historical price information, consumers are able to compare the current price with the historical prices and may raise fairness concerns in the comparison process. We investigate the impacts of consumers\u2019 fairness concerns on retailers\u2019 pricing strategies in a two-stage model. We show that when the retailer uses uniform pricing strategy, consumers\u2019 fairness concerns induce the retailer to decrease product price. As a consequence, the market demand expands and the retailer\u2019s profit reduces. When the retailer adopts multi-stage pricing strategy, we find that consumers\u2019 fairness concerns are not always harmful to the retailer\u2019s profit. Under certain conditions, the retailer can benefit from consumers\u2019 fairness concerns. Particularly, the product price in the first period increases, but the price in the second period and the market demand could be increased or decreased, depending on the situations. <\/jats:p>","DOI":"10.1142\/s0217595921400327","type":"journal-article","created":{"date-parts":[[2021,6,28]],"date-time":"2021-06-28T14:58:36Z","timestamp":1624892316000},"source":"Crossref","is-referenced-by-count":4,"title":["Online Pricing Strategy with Considering Consumers\u2019 Fairness Concerns"],"prefix":"10.1142","volume":"39","author":[{"given":"Liu","family":"Yang","sequence":"first","affiliation":[{"name":"Business School, University of International, Business and Economics, Beijing, P. R. China"}]},{"given":"Yuanyuan","family":"Zheng","sequence":"additional","affiliation":[{"name":"Business School, University of International, Business and Economics, Beijing, P. R. 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