Consumer Perception and Decision-Making Mechanisms in Differential Pricing on Online Travel Platforms

College of International Tourism and Public Administration, Hainan University, Haikou, 570228, China

^* Corresponding author: 20223005719@hainanu.edu.cn

Abstract

With the development of the Internet, the differentiated pricing widely applied by online travel platforms has aroused widespread concern among consumers about price fairness. This study focuses on the influence mechanism of Qunar’s differentiated pricing strategy on consumer behavior. Based on in-depth interviews with 20 users, the grounded theory method was employed to deeply analyze users’ perception of differentiated pricing and the internal paths that influence decision-making. The research finds that consumers’ perception is influenced by both the platform’s pricing strategy and their own characteristics, and is transmitted through three core mediating variables: perception of fairness, perception of transparency, and judgment of economic value. These perceptions then drive consumers’ information search behaviors, strategic responses, and complaint tendencies, ultimately influencing their consumption decisions. It is worth noting that non-price decision-making factors play a key regulatory role in this process. The research conclusion provides important practical inspirations and theoretical references for online travel platforms to optimize pricing strategies, enhance user satisfaction and loyalty, and achieve a win-win situation.