A Study on the Effect of Pricing Strategy and Perceived Value on Purchase Intention

Abstract

By altering perceived value, indirect effects are exerted on purchasing decisions. Dynamic pricing leverages demand elasticity and time windows to enhance perceived functional value, while psychological strategies such as the decoy effect enhance appeal through cognitive contrast. However, algorithmic opacity significantly weakens perceptions of fairness, thereby reducing purchasing intent. Consumer perceived value exhibits multi-dimensional characteristics, including functional value as the basis for decision-making, emotional value for maintaining long-term loyalty, and social value generating premium pricing within specific groups. The effectiveness of strategies is moderated by three factors, cultural context, generational differences, and product attributes. For example, luxury goods rely on brand emotional appeal, while necessities are more influenced by price elasticity. When implementing pricing strategies, businesses must deeply integrate value communication. It is advisable for dynamic pricing practices to provide transparent explanations, psychological anchoring must maintain local credibility, and physical retail can enhance experiences to boost emotional and social value. Theoretical research has confirmed the key mediating role of perceived value. Future studies should focus on algorithmic ethics and cross-cultural trust effects. Successful pricing fundamentally lies in shaping consumers’ value perceptions; balancing business objectives with consumer perceptions is essential to establishing sustainable competitive advantages.