Understanding the Mediating Effect of Anchoring Price in Extant Mature 4G and Market-Creating 5G Technology Products

Abstract

This study explores the influence of anchoring price (ANE) on consumer behavior using a quantitative research method. An online survey was piloted, yielding 246 useable responses from 4G and 5G users in China. SmartPLS 3.00 was used to analyze the data, and the assumptions were assessed using the partial least squares-based structural equation modeling (PLS-SEM) technique. The empirical findings reveal that the anchoring price (ANE) component partially mediates the connections between purchase intention (CPI) and behavior (CPB) of 5G technology items. This is the first study to investigate the impact of anchoring price (ANE) on intention–behavior relationships. Manufacturers and marketers of 5G technology goods that want to influence positive changes in consumer behavior should look into the study’s findings and implications.