Citation

Frough, Eid Mohammad and Hassan, Hasliza and Nathan, Robert Jeyakumar (2026) AI-Based Dynamic Pricing in Malaysian SMEs: Conceptual Framework for Adoption Factors and Challenges. Studies in Big Data, 192. pp. 61-69. ISSN 2197-6503

Text AI-Based Dynamic Pricing in Malaysian SMEs_ Conceptual Framework for Adoption Factors and Challenges _ Springer Nature Link.pdf - Published Version Restricted to Repository staff only Download (752kB)

Abstract

Increasing use of artificial intelligence (AI) in businesses has revolutionized the conventional pricing techniques. Yet, the Malaysian small and medium enterprises (SMEs) are not yet prepared to use AI-based dynamic pricing. Therefore, this conceptual paper presents an integrated framework to execute AI-based dynamic pricing by incorporating the Technology–Organization–Environment (TOE) model, Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and Prospect Theory. The model identifies technological readiness, organizational support, environment, effort expectancy, and facilitating conditions as enablers and loss aversion, perceived price fairness, and trust as the decision-making moderating factors. With the inclusion of both structural and behavioral aspects, the current study formulates a new theoretical basis for AI-based dynamic pricing research in SMEs. The paper concludes with strategic implications for further empirical research and presents practical recommendations for both researchers and practitioners.

Item Type:	Article
Uncontrolled Keywords:	SME technology adoption
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD2321-4730.9 Industry > HD2340.8-2346.5 Small and medium-sized businesses, artisans, handicrafts, trades
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	29 Oct 2026 07:28
Last Modified:	29 Oct 2026 07:28
URII:	http://shdl.mmu.edu.my/id/eprint/17002

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