Open AccessThe Influence of Framing Effects on Consumer Decision-Making on Online Platforms
Author(s) -
Yiyang Hu,
Yixuan Li
Publication year - 2019
Publication title -
business and management research
Language(s) - English
Resource type - Journals
eISSN - 1927-601X
pISSN - 1927-6001
DOI - 10.5430/bmr.v8n1p30
Subject(s) - downgrade , framing (construction) , personalization , marketing , business , the internet , framing effect , online advertising , advertising , persuasion , computer science , psychology , social psychology , computer security , structural engineering , world wide web , engineering
Focusing on online electronics sales and online travel service customization, the present research employed two experiments to examine the framing effects on consumer decision making in the context of internet marketing. Study1 showed that combined (vs. partitioned) pricing strategy can promote consumers’ purchase intention on e-commerce platforms. Study 2 demonstrated that downgrade (vs. upgrade) framing approach can lead to higher total sum price and less change on the default package in travel package customization settings. The results have significantly implications for marketing management in the context of internet marketing.