The Influence of the Anchoring Effect onBuying Behavior in E-commerce

This paper explores the influence of the anchoring effect on consumer buying behavior in ecommerce, with a focus on how initial price displays shape product value perception.The study combines the theoretical foundations of behavioral economics with applied research based on a questionnaire completed by a sample of 130 respondents.Data analysis reveals that most consumers are affected by reference prices, often perceiving products as more valuable when a higher initial price is displayed and then discounted.At the same time, the results indicate an increasing awareness of the potentially manipulative nature of such pricing strategies and a more critical attitude towards online discounts.Respondents exhibit complex decision-making behavior, influenced not only by cognitive biases but also by social factors such as user reviews.This research contributes to a deeper understanding of online consumer behavior and provides practical insights for optimizing digital marketing strategies.