PRICING STRATEGIES AND THEIR EFFECTS ON ONLINE PURCHASING BEHAVIOR: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.1234/ijebs.v1i2.102Keywords:
Pricing, Online Purchasing, Behavior, Effects, StrategiesAbstract
This study presents a systematic literature review examining how various pricing strategies influence online consumer purchasing behavior in the context of e-commerce. Drawing on 49 empirical studies published between 2015 and 2025, the research identifies key pricing mechanisms such as discounting, reference pricing, price anchoring, and value-increasing promotions. Using the PRISMA framework, articles were selected through a rigorous process involving inclusion/exclusion criteria and quality assessments. Thematic synthesis revealed that psychological triggers—such as fear of missing out (FOMO), price perception, and trust—significantly shape purchase decisions, particularly under dynamic pricing conditions. Additionally, bibliometric analysis using VOSviewer uncovered four main thematic clusters: price promotions, consumer psychology, technological integration, and value signaling. The results underscore the growing relevance of personalized, AI-driven pricing models that adapt to contextual and behavioral data in real time. This review provides a comprehensive map of the current research landscape, highlights methodological trends, and proposes future research directions that bridge behavioral economics, digital marketing, and data-driven pricing strategies.
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