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The Influence of Framing Effects on Consumer Decision-Making on Online Platforms

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  • Yiyang Hu
  • Yixuan Li

Abstract

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.?

Suggested Citation

  • Yiyang Hu & Yixuan Li, 2019. "The Influence of Framing Effects on Consumer Decision-Making on Online Platforms," Business and Management Research, Business and Management Research, Sciedu Press, vol. 8(1), pages 30-40, March.
    • Handle: RePEc:jfr:bmr111:v:8:y:2019:i:1:p:30-40
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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