The Impact of Online Retail Competition on Consumer Price Satisfaction

Abstract

The rapid expansion of online retail platforms has intensified competition among sellers,
fundamentally reshaping consumer price perceptions and satisfaction. This study examines the
impact of online retail competition on consumer price satisfaction in Thailand, with a particular
focus on the mediating role of price fairness and transparency. Data were collected from 420
Thai consumers who had recently purchased products from major e-commerce platforms, using
an online survey measuring perceptions of competition, price fairness, and satisfaction.
Descriptive statistics, bivariate correlations, multiple regression, and mediation analyses were
employed to test the relationships among variables. Results indicate that online retail
competition significantly enhances consumer price satisfaction, both directly and indirectly
through perceived price fairness. Price fairness and transparency emerged as the strongest
predictor of satisfaction, highlighting the importance of clear and equitable pricing
communication. Frequent online shoppers and younger consumers exhibited higher sensitivity
to competitive pricing, suggesting that demographic and experiential factors shape responses
to online retail competition. The findings provide practical implications for online retailers to
design transparent pricing and promotional strategies and for policymakers to promote fair
marketing practices in Thailand’s digital retail sector.