{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,10]],"date-time":"2026-07-10T00:05:10Z","timestamp":1783641910901,"version":"3.55.0"},"reference-count":75,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,7,1]],"date-time":"2025-07-01T00:00:00Z","timestamp":1751328000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["71872038"],"award-info":[{"award-number":["71872038"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["71832001"],"award-info":[{"award-number":["71832001"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["KFSM-GDSK0208"],"award-info":[{"award-number":["KFSM-GDSK0208"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Key Research Institute of Humanities and Social Sciences at Universities of Inner Mongolia Autonomous Region","award":["71872038"],"award-info":[{"award-number":["71872038"]}]},{"name":"Key Research Institute of Humanities and Social Sciences at Universities of Inner Mongolia Autonomous Region","award":["71832001"],"award-info":[{"award-number":["71832001"]}]},{"name":"Key Research Institute of Humanities and Social Sciences at Universities of Inner Mongolia Autonomous Region","award":["KFSM-GDSK0208"],"award-info":[{"award-number":["KFSM-GDSK0208"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>This paper examines the strategic decisions of fashion brands to develop and sell non-fungible tokens (NFTs) within the metaverse. We construct two operational models based on whether NFTs are adopted: the traditional fashion model without NFT (Scenario T) and the digital fashion model with NFT (Scenario D). By comparing the equilibrium outcomes of fashion brands in Scenarios T and D, we derive valuable insights into the implementation of digital strategies in the fashion industry. Our analysis reveals three key findings. First and foremost, the proportion of fashion customers to conventional customers, as well as the digital value and cost of NFTs, are direct factors influencing the adoption of digital strategies by fashion brands. Secondly, opportunistic pricing by manufacturers is an indirect factor influencing fashion brands\u2019 strategic choices, and a fixed production price contract can effectively avoid this case. Finally, we find that personalized pricing and a free NFT strategy are effective tools to boost fashion brands\u2019 digital revenues.<\/jats:p>","DOI":"10.3390\/jtaer20030155","type":"journal-article","created":{"date-parts":[[2025,7,1]],"date-time":"2025-07-01T06:56:54Z","timestamp":1751353014000},"page":"155","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["To NFT or Not: A Strategic Analysis for Fashion Brands Developing Digital Products in the Metaverse"],"prefix":"10.3390","volume":"20","author":[{"given":"Yazhou","family":"Liu","sequence":"first","affiliation":[{"name":"Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China"},{"name":"Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8405-8282","authenticated-orcid":false,"given":"Wenjie","family":"Wang","sequence":"additional","affiliation":[{"name":"Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China"},{"name":"Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Junhua","family":"Liu","sequence":"additional","affiliation":[{"name":"Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051, China"},{"name":"School of Economics and Management, Inner Mongolia University of Technology, Hohhot 010051, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,7,1]]},"reference":[{"key":"ref_1","unstructured":"Statista (2024, October 11). Apparel: Market Data & Analysis. Available online: https:\/\/www.statista.com\/study\/55501\/apparel-market-data-and-analysis\/."},{"key":"ref_2","unstructured":"Statista (2025, March 08). Global Gross Domestic Product (GDP) at Current Prices from 1985 to 2029. April 2024. Available online: https:\/\/www.statista.com\/statistics\/268750\/global-gross-domestic-product-gdp\/."},{"key":"ref_3","unstructured":"Statista (2024, November 26). Level of Interest in Purchasing Digital Assets from Luxury and Mass Fashion Companies Among Gen Z, Gen Y and Gen X Consumers in the United States in 2021. Available online: https:\/\/www.statista.com\/statistics\/1311669\/digital-fashion-asset-buying-interest\/#statisticContainer."},{"key":"ref_4","doi-asserted-by":"crossref","unstructured":"Aiolfi, S., and Sabbadin, E. (2021). Fashion and New Luxury Digital Disruption: The New Challenges of Fashion between Omnichannel and Traditional Retailing. Int. J. Bus. Manag., 14.","DOI":"10.5539\/ijbm.v14n8p41"},{"key":"ref_5","unstructured":"Maghan, M. (2024, November 26). Digital Fashion Is Alive and Well for Gen Z. Available online: https:\/\/www.voguebusiness.com\/story\/technology\/digital-fashion-is-alive-and-well-for-gen-z."},{"key":"ref_6","unstructured":"(2024, May 17). Statista, 2025. NFT\u2014Worldwide. Available online: https:\/\/www.statista.com\/outlook\/fmo\/digital-assets\/nft\/worldwide."},{"key":"ref_7","unstructured":"Lee, D., and Malik, R. (2025, May 15). The Opportunity in Digital Fashion and Avatars Report. Available online: https:\/\/www.businessoffashion.com\/reports\/technology\/the-opportunity-in-digital-fashion-and-avatars-report-bof-insights\/."},{"key":"ref_8","doi-asserted-by":"crossref","unstructured":"Wang, D., Ren, Q., Li, X., Qi, Y., and Zhou, Q. (2022, January 25\u201327). Defining consumers\u2019 interest and future of NFT fashion. Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022), Nanjing, China.","DOI":"10.2991\/assehr.k.220401.111"},{"key":"ref_9","first-page":"89","article-title":"Prospecting consumers\u2019 interest for fashion NFT in Indonesia","volume":"4","author":"Syailendra","year":"2022","journal-title":"Int. J. Bus. Technol. Manag."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"140","DOI":"10.1093\/jcr\/ucad082","article-title":"Beyond scarcity: A social value-based lens for NFT pricing","volume":"51","author":"Hofstetter","year":"2024","journal-title":"J. Consum. Res."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"555","DOI":"10.1111\/joes.12597","article-title":"Non-fungible tokens (NFTs): A review of pricing determinants, applications and opportunities","volume":"38","author":"Tugnetti","year":"2024","journal-title":"J. Econ. Surv."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"54","DOI":"10.1016\/j.ijpe.2014.07.021","article-title":"Analysis of protection and pricing strategies for digital products under uncertain demand","volume":"158","author":"Avinadav","year":"2014","journal-title":"Int. J. Prod. Econ."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"44","DOI":"10.1080\/0267257X.2015.1089308","article-title":"The relationship between ownership and possession: Observations from the context of digital virtual goods","volume":"32","author":"Watkins","year":"2016","journal-title":"J. Mark. Manag."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"3305","DOI":"10.3390\/jtaer19040160","article-title":"Effects of the subscription-based partitioned pricing strategy of digital content platforms on user willingness to purchase","volume":"19","author":"Kang","year":"2024","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"204","DOI":"10.1016\/j.jbusres.2021.02.003","article-title":"Digital transformation as a springboard for product, process and business model innovation","volume":"128","author":"Bresciani","year":"2021","journal-title":"J. Bus. Res."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"68","DOI":"10.1111\/jpim.12560","article-title":"A self-tuning model for smart manufacturing SMEs: Effects on digital innovation","volume":"38","author":"Scuotto","year":"2021","journal-title":"J. Prod. Innov. Manag."},{"key":"ref_17","first-page":"123","article-title":"Options for formulating a digital transformation strategy","volume":"15","author":"Hess","year":"2016","journal-title":"MIS Q. Exec."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"889","DOI":"10.1016\/j.jbusres.2019.09.022","article-title":"Digital transformation: A multidisciplinary reflection and research agenda","volume":"122","author":"Verhoef","year":"2021","journal-title":"J. Bus. Res."},{"key":"ref_19","doi-asserted-by":"crossref","unstructured":"Ancillai, C., Sabatini, A., Gatti, M., and Perna, A. (2023). Digital technology and business model innovation: A systematic literature review and future research agenda. Technol. Forecast. Soc. Chang., 188.","DOI":"10.1016\/j.techfore.2022.122307"},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"2017","DOI":"10.1109\/TEM.2021.3075502","article-title":"Digital transformation of incumbent firms: A business model innovation perspective","volume":"70","author":"Klos","year":"2021","journal-title":"IEEE Trans. Eng. Manag."},{"key":"ref_21","doi-asserted-by":"crossref","unstructured":"Xue, J., Li, G., and Ivanov, D. (2025). Digital transformation in the blockchain era: Balancing efficiency and resilience in operations management. Int. J. Prod. Econ., 282.","DOI":"10.1016\/j.ijpe.2025.109525"},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"138","DOI":"10.1111\/poms.13456","article-title":"Combating copycats in the supply chain with permissioned blockchain technology","volume":"31","author":"Shen","year":"2022","journal-title":"Prod. Oper. Manag."},{"key":"ref_23","doi-asserted-by":"crossref","unstructured":"Niu, B., Mu, Z., Cao, B., and Gao, J. (2021). Should multinational firms implement blockchain to provide quality verification?. Transp. Res. Pt. E-Logist. Transp. Rev., 145.","DOI":"10.1016\/j.tre.2020.102121"},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"155","DOI":"10.1111\/poms.13525","article-title":"Dynamic pricing and information disclosure for fresh produce: An artificial intelligence approach","volume":"31","author":"Yang","year":"2022","journal-title":"Prod. Oper. Manag."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"691","DOI":"10.1287\/msom.2021.0989","article-title":"AI and procurement","volume":"24","author":"Cui","year":"2022","journal-title":"Manuf. Serv. Oper. Manag."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"9","DOI":"10.1111\/poms.13622","article-title":"Disruptive technologies and operations management in the Industry 4.0 era and beyond","volume":"31","author":"Choi","year":"2022","journal-title":"Prod. Oper. Manag."},{"key":"ref_27","first-page":"201","article-title":"Blockchain technology and fashion industry\u2014Opportunities and challenges","volume":"Volume 203","author":"Tripathi","year":"2021","journal-title":"Blockchain Technology: Applications and Challenges"},{"key":"ref_28","doi-asserted-by":"crossref","unstructured":"Badhwar, A., Islam, S., and Tan, C.S.L. (2023). Exploring the potential of blockchain technology within the fashion and textile supply chain with a focus on traceability, transparency, and product authenticity: A systematic review. Front. Blockchain., 6.","DOI":"10.3389\/fbloc.2023.1044723"},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"3592","DOI":"10.1111\/itor.13273","article-title":"How blockchain adoption affects supply chain sustainability in the fashion industry: A systematic review and case studies","volume":"31","author":"Chen","year":"2024","journal-title":"Int. Trans. Oper. Res."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"947","DOI":"10.1080\/09537287.2022.2063173","article-title":"Entering the world behind the clothes that we wear: Practical applications of blockchain technology","volume":"35","author":"Benstead","year":"2024","journal-title":"Prod. Plan. Control."},{"key":"ref_31","doi-asserted-by":"crossref","unstructured":"Liu, Y., Wang, W., and Liu, J. (2024). Operational strategy analysis of fashion brands to develop digital assets under the sustainability goals. Systems, 12.","DOI":"10.3390\/systems12110449"},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"2306","DOI":"10.1002\/mar.21854","article-title":"NFT luxury brand marketing in the metaverse: Leveraging blockchain-certified NFTs to drive consumer behavior","volume":"40","author":"Sung","year":"2023","journal-title":"Psychol. Mark."},{"key":"ref_33","unstructured":"Statista (2025, May 20). The Luxury Brands Selling Luxury NFTs. Available online: https:\/\/www.statista.com\/chart\/26869\/luxury-fashion-nfts\/."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1108\/IJEBR-12-2021-0984","article-title":"Facebook and the creation of the metaverse: Radical business model innovation or incremental transformation?","volume":"28","author":"Kraus","year":"2022","journal-title":"Int. J. Entrep. Behav. Res."},{"key":"ref_35","doi-asserted-by":"crossref","unstructured":"Mancuso, I., Petruzzelli, A.M., and Panniello, U. (2023). Digital business model innovation in metaverse: How to approach virtual economy opportunities. Inf. Process. Manag., 60.","DOI":"10.1016\/j.ipm.2023.103457"},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"62","DOI":"10.54337\/jbm.v11i3.8124","article-title":"Metaverse and Society 5.0: Pivotal for future business model innovation","volume":"11","author":"Rosenstand","year":"2023","journal-title":"J. Bus. Models."},{"key":"ref_37","doi-asserted-by":"crossref","unstructured":"Rapp, A. (2020). An exploration of world of Warcraft for the gamification of virtual organizations. Electron. Commer. Res. Appl., 42.","DOI":"10.1016\/j.elerap.2020.100985"},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"527","DOI":"10.3390\/businesses2040033","article-title":"Metaverse as future promising platform business model: Case study on fashion value chain","volume":"2","author":"Periyasami","year":"2022","journal-title":"Businesses"},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"1858","DOI":"10.1108\/JEIM-10-2023-0536","article-title":"Harvesting success: Metaverse adoption in agriculture sector as a sustainable business strategy","volume":"37","author":"Sarkar","year":"2024","journal-title":"J. Enterp. Inf. Manag."},{"key":"ref_40","doi-asserted-by":"crossref","unstructured":"Deveci, M., Pamucar, D., Gokasar, I., K\u00f6ppen, M., Gupta, B.B., and Daim, T. (2023). Evaluation of metaverse traffic safety implementations using fuzzy Einstein-based logarithmic methodology of additive weights and TOPSIS method. Technol. Forecast. Soc., 194.","DOI":"10.1016\/j.techfore.2023.122681"},{"key":"ref_41","doi-asserted-by":"crossref","unstructured":"Zahedi, F.M., Zhao, H., Sanvanson, P., Walia, N., Jain, H., and Shaker, R. (2022). My real avatar has a doctor appointment in the Wepital: A system for persistent, efficient, and ubiquitous medical care. Inf. Manag., 59.","DOI":"10.1016\/j.im.2022.103706"},{"key":"ref_42","doi-asserted-by":"crossref","unstructured":"Madanchian, M., and Taherdoost, H. (2024). Business model evolution in the age of NFTs and the metaverse. Information, 15.","DOI":"10.3390\/info15070378"},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"141","DOI":"10.1080\/15252019.2021.2001273","article-title":"Advertising in the metaverse: Research agenda","volume":"21","author":"Kim","year":"2021","journal-title":"J. Interact. Advert."},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"122","DOI":"10.1109\/OJCS.2022.3188249","article-title":"Fusing blockchain and AI with metaverse: A survey","volume":"3","author":"Yang","year":"2022","journal-title":"IEEE Open J. Comput. Soc."},{"key":"ref_45","doi-asserted-by":"crossref","unstructured":"Latino, M.E., De Lorenzi, M.C., Corallo, A., and Petruzzelli, A.M. (2024). The impact of metaverse for business model innovation: A review, novel insights and research directions. Technol. Forecast. Soc., 206.","DOI":"10.1016\/j.techfore.2024.123571"},{"key":"ref_46","first-page":"337","article-title":"Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens","volume":"31","author":"Joy","year":"2022","journal-title":"Strateg."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"376","DOI":"10.1080\/17569370.2022.2118969","article-title":"Limited or limitless? Exploring the potential of NFTs on value creation in luxury fashion","volume":"14","author":"Alexander","year":"2022","journal-title":"Fash. Pract."},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"198","DOI":"10.1016\/j.jbusres.2022.08.031","article-title":"Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and Wild Markets","volume":"153","author":"Belk","year":"2022","journal-title":"J. Bus. Res."},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"30","DOI":"10.1016\/j.jbusres.2017.03.023","article-title":"Pricing and coordination with consideration of piracy for digital goods in supply chains","volume":"77","author":"Huang","year":"2017","journal-title":"J. Bus. Res."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"784","DOI":"10.1287\/isre.2021.1094","article-title":"Pay-what-you-want pricing in the digital product marketplace: A feasible alternative to piracy prevention?","volume":"33","author":"Kim","year":"2022","journal-title":"Inf. Syst. Res."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"688","DOI":"10.1111\/poms.13131","article-title":"Optimal pricing model of digital music: Subscription, ownership or mixed?","volume":"29","author":"Li","year":"2020","journal-title":"Prod. Oper. Manag."},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"405","DOI":"10.1016\/j.dss.2011.01.006","article-title":"Pricing strategies for tied digital contents and devices","volume":"51","author":"Yu","year":"2011","journal-title":"Decis. Support Syst."},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"2245","DOI":"10.1287\/opre.2023.2468","article-title":"Optimal subscription planning for digital goods","volume":"71","author":"Alaei","year":"2023","journal-title":"Oper. Res."},{"key":"ref_54","first-page":"1","article-title":"Consumer behavior in marketing patterns, types, segmentation","volume":"1","author":"Naim","year":"2023","journal-title":"Eur. J. Econ. Finance Bus. Dev."},{"key":"ref_55","first-page":"38","article-title":"Consumer attitude: Some reflections on its concept, trilogy, relationship with consumer behavior, and marketing implications","volume":"4","author":"Asiegbu","year":"2012","journal-title":"Eur. J. Bus. Manag."},{"key":"ref_56","first-page":"722","article-title":"Consumer behavior and marketing strategy","volume":"2","author":"Elov","year":"2024","journal-title":"World Sci. News Sci."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1177\/002224377301000101","article-title":"Brand loyalty vs. repeat purchasing behavior","volume":"10","author":"Jacoby","year":"1973","journal-title":"J. Mark. Res."},{"key":"ref_58","doi-asserted-by":"crossref","unstructured":"Wei, Y., and Li, F. (2015). Impact of heterogeneous consumers on pricing decisions under dual-channel competition. Math. Probl. Eng., 2015.","DOI":"10.1155\/2015\/584084"},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"1638","DOI":"10.1080\/01605682.2019.1621221","article-title":"Dual-channel decision in a shopping complex when considering consumer channel preference","volume":"71","author":"Yu","year":"2020","journal-title":"J. Oper. Res. Soc."},{"key":"ref_60","doi-asserted-by":"crossref","unstructured":"Li, K., and Wang, L. (2023). Optimal electric vehicle subsidy and pricing decisions with consideration of EV anxiety and EV preference in green and non-green consumers. Transp. Res. Pt. E-Logist. Transp. Rev., 170.","DOI":"10.1016\/j.tre.2022.103010"},{"key":"ref_61","doi-asserted-by":"crossref","first-page":"403","DOI":"10.1287\/msom.2016.0613","article-title":"Competing with copycats when customers are strategic","volume":"19","author":"Pun","year":"2017","journal-title":"Manuf. Serv. Oper. Manag."},{"key":"ref_62","doi-asserted-by":"crossref","first-page":"347","DOI":"10.1016\/j.dss.2003.08.002","article-title":"Risk profile and consumer shopping behavior in electronic and traditional channels","volume":"38","author":"Gupta","year":"2004","journal-title":"Decis. Support Syst."},{"key":"ref_63","doi-asserted-by":"crossref","first-page":"1898","DOI":"10.1080\/00207543.2022.2051091","article-title":"Integration strategies of luxury rental operations: Is it wise to operate with the manufacturer or co-operate with the competitor?","volume":"61","author":"Shen","year":"2023","journal-title":"Int. J. Prod. Res."},{"key":"ref_64","unstructured":"Mateusz (2025, May 20). How Much Does It Cost to Mint an NFT? A Complete Guide. Available online: https:\/\/www.ulam.io\/blog\/how-expensive-is-nft-minting#."},{"key":"ref_65","doi-asserted-by":"crossref","first-page":"17","DOI":"10.1016\/j.tre.2019.05.011","article-title":"Blockchain-technology-supported platforms for diamond authentication and certification in luxury supply chains","volume":"128","author":"Choi","year":"2019","journal-title":"Transp. Res. Pt. E-Logist. Transp. Rev."},{"key":"ref_66","doi-asserted-by":"crossref","unstructured":"Niu, B., Yu, X., and Dong, J. (2023). Could AI livestream perform better than KOL in cross-border operations?. Transp. Res. Pt. E-Logist. Transp. Rev., 174.","DOI":"10.1016\/j.tre.2023.103130"},{"key":"ref_67","doi-asserted-by":"crossref","first-page":"94","DOI":"10.1016\/j.ijpe.2012.01.019","article-title":"Optimal production and selling policies with fixed-price contracts and contingent-price offers","volume":"137","author":"Ku","year":"2012","journal-title":"Int. J. Prod. Econ."},{"key":"ref_68","doi-asserted-by":"crossref","unstructured":"Wang, Z., Wang, H., and Chen, X. (2024). The impact of delayed fixed-price payment in the decentralised project supply chain. Int. J. Syst. Sci. Oper. Logist., 11.","DOI":"10.1080\/23302674.2024.2308584"},{"key":"ref_69","doi-asserted-by":"crossref","first-page":"138","DOI":"10.1016\/j.ijindorg.2015.11.004","article-title":"Personalized pricing and price fairness","volume":"44","author":"Richards","year":"2016","journal-title":"Int. J. Ind. Organ."},{"key":"ref_70","doi-asserted-by":"crossref","first-page":"346","DOI":"10.1016\/j.jbusres.2021.10.002","article-title":"Seeking the perfect price: Consumer responses to personalized price discrimination in e-commerce","volume":"143","author":"Hufnagel","year":"2022","journal-title":"J. Bus. Res."},{"key":"ref_71","doi-asserted-by":"crossref","first-page":"4003","DOI":"10.1287\/mnsc.2019.3392","article-title":"Competitive personalized pricing","volume":"66","author":"Chen","year":"2020","journal-title":"Manag. Sci."},{"key":"ref_72","doi-asserted-by":"crossref","first-page":"3226","DOI":"10.1002\/mde.4520","article-title":"Personalized pricing of an e-tailer in the presence of identity management","volume":"46","author":"Xu","year":"2025","journal-title":"Manag. Decis. Econ."},{"key":"ref_73","doi-asserted-by":"crossref","first-page":"249","DOI":"10.1002\/mar.20986","article-title":"\u201cSeize the deal, or return it losing your free gift\u201d: The effect of a gift-with-purchase promotion on product return intention","volume":"34","author":"Lee","year":"2017","journal-title":"Psychol. Mark."},{"key":"ref_74","first-page":"352","article-title":"Are your consumers variety seekers? The moderating impact on the effectiveness of free gift promotions vs. price discounts","volume":"27","author":"Roll","year":"2017","journal-title":"Int. Rev. Retail Distrib. Consum. Res."},{"key":"ref_75","doi-asserted-by":"crossref","first-page":"349","DOI":"10.1016\/j.ijresmar.2021.07.001","article-title":"Feeling lucky: How framing the target product as a free gift enhances purchase intention","volume":"39","author":"Liu","year":"2022","journal-title":"Int. J. Res. Mark."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/3\/155\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T18:02:05Z","timestamp":1760032925000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/3\/155"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,7,1]]},"references-count":75,"journal-issue":{"issue":"3","published-online":{"date-parts":[[2025,9]]}},"alternative-id":["jtaer20030155"],"URL":"https:\/\/doi.org\/10.3390\/jtaer20030155","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,7,1]]}}}