In the network era, the online word-of-mouth, plays an essential role in marketing and draws more and more attention.Via experiments, this study concerns about the anchoring effect of online word-of-mouth, exploring whether it exists and how does it work.The study findsthatanchoring effect exists in the Douban movie rating system;consumers’rating is proportional to the level of anchor value;early warning has an impact on the anchoring effect in the rating. Finally,this study improves the classic study forms of the anchoring effect through data analysis oncontrol-groups,provides some suggestions to movie marketing, online word-of-mouth websites and electronic commerce.