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.　　©　2023　World　Scientific　Publishing　Company.