Still Training The Pixels.
RESEARCH METHODS FOR MARKETING
RESEARCH PROPOSAL
68
MERIT
Trust Issues: The Digital Edition​
Exploring how data, pricing psychology, and consumer trust shape modern online shopping behaviour in the digital age.
Researched how dynamic pricing strategies influence consumer trust, fairness perception, and online buying behaviour within modern e-commerce platforms.
ABOUT THE PROJECT
Would you trust a brand less if you found out someone else paid a lower price for the same product online?
This research proposal explored the impact of dynamic pricing in internet retail and how changing online prices influence consumer trust, perceived fairness, and ethical concerns in digital shopping environments. The study focused on understanding how algorithm-driven pricing strategies affect customer behaviour, purchase perception, and long-term trust within e-commerce platforms. By combining consumer psychology theories with quantitative research methodology, the project aimed to investigate the relationship between pricing transparency, fairness perception, and consumer decision-making in the digital age.
APPROACH
I approached this project by first analysing existing literature surrounding dynamic pricing, consumer trust, perceived fairness, and ethical decision-making in e-commerce environments. I then developed a conceptual research framework using theories such as Equity Theory, Trust-Commitment Theory, and Consumer Perceived Value Theory to examine how pricing strategies influence consumer perception. The proposal was designed using a quantitative methodology involving survey-based data collection, hypothesis testing, SPSS analysis, and PROCESS Macro modelling to evaluate mediation and moderation effects between fairness, value perception, ethical concerns, and trust.
This project strengthened my understanding of consumer psychology, digital pricing ethics, quantitative research design, and statistical analysis within marketing research. It also improved my ability to critically evaluate academic literature, build conceptual frameworks, and design data-driven research methodologies capable of solving real-world digital marketing problems.
BEHIND THE PRICES
PROJECT FILES & SUPPORTING DOCUMENTS
