The Anchoring Effect of Dynamic Pricing on Consumer Price Perception and Purchase Decisions: Evidence from E-commerce Platforms

Algorithm-driven dynamic pricing prevails in e-commerce, yet how information transparency and product attributes moderate its anchoring effect remains underexplored, with platform-consumer interest balance a key challenge.This study explores the anchoring effect in algorithm-driven dynamic pricing, focusing on how information transparency and product attributes moderate it. It also aims to design compliant strategies that balance platform revenue and consumer welfare. Using theoretical analysis and empirical case studies, the research examines the psychological and economic aspects of the anchoring effect. Key findings suggest that information transparency and product attributes significantly influence the anchoring effect, offering insights into pricing strategy optimization and consumer protection. However, the long-term impacts of anchoring strategies need further exploration. The study highlights the importance of consumer education and ethical compliance in pricing strategies.