Mitigating Customers’ Reactions to Surge Pricing in Ride-Hailing Platforms

This poster asks how algorithmic explainability and transparency affect customers’ perceptions of the fairness of surge prices on ride-hailing platforms. Grounded in dual entitlement theory, it hypothesizes that explanations mitigate perceived unfairness and that algorithmic transparency positively moderates this relationship. A scenario-based survey experiment with US ride-hailing consumers recruited via Prolific or MTurk, analysed with structural equation modeling, is planned to inform interface design that enhances perceived fairness and trust.