Online Consumer Behavior: Framing Effects, Social Presence Theory and Flow Experience under E-commercial Environment

Research Article
Open access

Online Consumer Behavior: Framing Effects, Social Presence Theory and Flow Experience under E-commercial Environment

Ningyue Tao 1*
  • 1 University College London    
  • *corresponding author zcjtnta@ucl.ac.uk
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/12/20230651
AEMPS Vol.12
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-67-6
ISBN (Online): 978-1-915371-68-3

Abstract

The rapid development of Internet has propelled commerce into an electronic age, changing the way of how consumers buy products and services. However, internet purchase behavior does not always resemble the traditional consumer purchase behavior as there are significant distinctions between the two that warrant a distinguishing conceptualization. In a virtual environment, the limited accessibility to comprehensive and accurate product information increases the likelihood of risky decision-making (e.g., impulsive buying) with the presentation of cognitive biases. Noticing the limited published studies focusing exclusively on online purchasing behavior, this essay intends to understand the extent of which the present psychological theories (i.e., framing effects, social presence theory, and flow theory) contribute to an understanding of online consumer behavior and the decision-making process, when taking account of the specific and distinct characteristics of the Internet. This research is helpful to theoretically understand consumer behavior under the e-commercial environment and provides insights to develop effective market strategies to promote consumptions.

Keywords:

e-commerce, online purchasing behavior, framing effects, social presence, flow

Tao,N. (2023). Online Consumer Behavior: Framing Effects, Social Presence Theory and Flow Experience under E-commercial Environment. Advances in Economics, Management and Political Sciences,12,356-362.
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References

[1]. Statista Search Department (2021, May). Annual retail e-commerce sales growth worldwide from 2017 to 2025 [Infographic]. Statista. https://www.statista.com/statistics/288487/forecast-of-global-b2c-e-commerce-growth/.

[2]. Statista Search Department (2017, July). Number of digital buyers worldwide from 2014 to 2021 (in billion) [Infographic]. Statista. https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/.

[3]. Koufaris, M. (2002). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13(2), 205–223. http://www.jstor.org/stable/23011056.

[4]. Li, X., & Ling, W. (2015). How framing effect impact on decision making on internet shopping. Open Journal of Business and Management, 3(01), 96.

[5]. Camerer, C. F., Loewenstein, G., & Rabin, M. (Eds.). (2004). Advances in behavioral economics. Princeton university press.

[6]. Tversky, A., & Kahneman, D. (1979). An analysis of decision under risk. Econometrica, 47(2), 263-292.

[7]. Tversky, A., & Kahneman, D. (1979). An analysis of decision under risk. Econometrica, 47(2), 263-292.

[8]. Tversky, A., & Kahneman, D. (1992). Advances in prospect theory: Cumulative representation of uncertainty. Journal of Risk and uncertainty, 5(4), 297-323.

[9]. Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational behavior and human decision processes, 76(2), 149-188.

[10]. Van de Velde, L., Verbeke, W., Popp, M., & Van Huylenbroeck, G. (2010). The importance of message framing for providing information about sustainability and environmental aspects of energy. Energy Policy, 38(10), 5541-5549.

[11]. Moon, S., Bergey, P. K., Bove, L. L., & Robinson, S. (2016). Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption. Journal of Business Research, 69(9), 3553-3560.

[12]. Shan, L., Diao, H., & Wu, L. (2020). Influence of the framing effect, anchoring effect, and knowledge on consumers’ attitude and purchase intention of organic food. Frontiers in Psychology, 11, 2022.

[13]. Liang, C.L. and Li, X.R. (2012). The Effect of Framing Message on Impulse Buying Behavior. Journal of Shandong University of Finance, 1, 72-81.

[14]. Dai, Jian-Hua,, Hai-Yun, M., & Yingying, W. (2018). Framing Effect of Online Store Information Presentation on Consumer's Purchasing Decisions. In Proceedings of the 2018 2nd International Conference on Software and e-Business (pp. 20-23).

[15]. Krishnamurthy, P., Carter, P., & Blair, E. (2001). Attribute framing and goal framing effects in health decisions. Organizational behavior and human decision processes, 85(2), 382-399.

[16]. Cai, G., Chen, R., and Zhao, P. (2016). Research on the influence of consumer knowledge and information recommendation agent on brand loyalty. China Soft Sci. 10, 123–134.

[17]. Kinder, D. R., & Sanders, L. M. (1990). Mimicking political debate with survey questions: The case of White opinion on affirmative action for Blacks. Social Cognition, 8(1), 73–103. https://doi.org/10.1521/soco.1990.8.1.73

[18]. Gefen, D., & Straub, D. (2003). Managing user trust in B2C e-services. e-Service, 2(2), 7-24.

[19]. Yoo, Y., & Alavi, M. (2001). Media and group cohesion: Relative influences on social presence, task participation, and group consensus. MIS quarterly, 371-390.

[20]. Jones, M. A. (1999). Entertaining shopping experiences: an exploratory investigation. Journal of retailing and consumer services, 6(3), 129-139.

[21]. Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human behavior, 56, 225-237.

[22]. Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with computers, 19(1), 43-56.

[23]. Hassanein, K., & Head, M. (2005). The impact of infusing social presence in the web interface: An investigation across product types. International Journal of Electronic Commerce, 10(2), 31-55.

[24]. Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International journal of human-computer studies, 65(8), 689-708.

[25]. Kumar, N., & Benbasat, I. (2002). Para-social presence and communication capabilities of a web site: a theoretical perspective. e-Service, 1(3), 5-24.

[26]. Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with computers, 19(1), 43-56.

[27]. Choi, J., Lee, H. J., & Kim, Y. C. (2011). The influence of social presence on customer intention to reuse online recommender systems: The roles of personalization and product type. International Journal of Electronic Commerce, 16(1), 129-154.

[28]. Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.

[29]. Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.

[30]. Huang, M. H. (2003). Designing website attributes to induce experiential encounters. Computers in Human Behavior, 19(4), 425-442.

[31]. Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS quarterly, 665-694.

[32]. Sanchez-Franco, M. J. (2006). Exploring the influence of gender on the web usage via partial least squares. Behaviour & Information Technology, 25(1), 19-36.

[33]. Csikszentmihalyi, M. (1977) Beyond Boredom and Anxiety. Jossey-Bass, San Francisco.

Cite this article

Tao,N. (2023). Online Consumer Behavior: Framing Effects, Social Presence Theory and Flow Experience under E-commercial Environment. Advances in Economics, Management and Political Sciences,12,356-362.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-67-6(Print) / 978-1-915371-68-3(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.12
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Statista Search Department (2021, May). Annual retail e-commerce sales growth worldwide from 2017 to 2025 [Infographic]. Statista. https://www.statista.com/statistics/288487/forecast-of-global-b2c-e-commerce-growth/.

[2]. Statista Search Department (2017, July). Number of digital buyers worldwide from 2014 to 2021 (in billion) [Infographic]. Statista. https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/.

[3]. Koufaris, M. (2002). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13(2), 205–223. http://www.jstor.org/stable/23011056.

[4]. Li, X., & Ling, W. (2015). How framing effect impact on decision making on internet shopping. Open Journal of Business and Management, 3(01), 96.

[5]. Camerer, C. F., Loewenstein, G., & Rabin, M. (Eds.). (2004). Advances in behavioral economics. Princeton university press.

[6]. Tversky, A., & Kahneman, D. (1979). An analysis of decision under risk. Econometrica, 47(2), 263-292.

[7]. Tversky, A., & Kahneman, D. (1979). An analysis of decision under risk. Econometrica, 47(2), 263-292.

[8]. Tversky, A., & Kahneman, D. (1992). Advances in prospect theory: Cumulative representation of uncertainty. Journal of Risk and uncertainty, 5(4), 297-323.

[9]. Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational behavior and human decision processes, 76(2), 149-188.

[10]. Van de Velde, L., Verbeke, W., Popp, M., & Van Huylenbroeck, G. (2010). The importance of message framing for providing information about sustainability and environmental aspects of energy. Energy Policy, 38(10), 5541-5549.

[11]. Moon, S., Bergey, P. K., Bove, L. L., & Robinson, S. (2016). Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption. Journal of Business Research, 69(9), 3553-3560.

[12]. Shan, L., Diao, H., & Wu, L. (2020). Influence of the framing effect, anchoring effect, and knowledge on consumers’ attitude and purchase intention of organic food. Frontiers in Psychology, 11, 2022.

[13]. Liang, C.L. and Li, X.R. (2012). The Effect of Framing Message on Impulse Buying Behavior. Journal of Shandong University of Finance, 1, 72-81.

[14]. Dai, Jian-Hua,, Hai-Yun, M., & Yingying, W. (2018). Framing Effect of Online Store Information Presentation on Consumer's Purchasing Decisions. In Proceedings of the 2018 2nd International Conference on Software and e-Business (pp. 20-23).

[15]. Krishnamurthy, P., Carter, P., & Blair, E. (2001). Attribute framing and goal framing effects in health decisions. Organizational behavior and human decision processes, 85(2), 382-399.

[16]. Cai, G., Chen, R., and Zhao, P. (2016). Research on the influence of consumer knowledge and information recommendation agent on brand loyalty. China Soft Sci. 10, 123–134.

[17]. Kinder, D. R., & Sanders, L. M. (1990). Mimicking political debate with survey questions: The case of White opinion on affirmative action for Blacks. Social Cognition, 8(1), 73–103. https://doi.org/10.1521/soco.1990.8.1.73

[18]. Gefen, D., & Straub, D. (2003). Managing user trust in B2C e-services. e-Service, 2(2), 7-24.

[19]. Yoo, Y., & Alavi, M. (2001). Media and group cohesion: Relative influences on social presence, task participation, and group consensus. MIS quarterly, 371-390.

[20]. Jones, M. A. (1999). Entertaining shopping experiences: an exploratory investigation. Journal of retailing and consumer services, 6(3), 129-139.

[21]. Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human behavior, 56, 225-237.

[22]. Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with computers, 19(1), 43-56.

[23]. Hassanein, K., & Head, M. (2005). The impact of infusing social presence in the web interface: An investigation across product types. International Journal of Electronic Commerce, 10(2), 31-55.

[24]. Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International journal of human-computer studies, 65(8), 689-708.

[25]. Kumar, N., & Benbasat, I. (2002). Para-social presence and communication capabilities of a web site: a theoretical perspective. e-Service, 1(3), 5-24.

[26]. Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with computers, 19(1), 43-56.

[27]. Choi, J., Lee, H. J., & Kim, Y. C. (2011). The influence of social presence on customer intention to reuse online recommender systems: The roles of personalization and product type. International Journal of Electronic Commerce, 16(1), 129-154.

[28]. Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.

[29]. Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.

[30]. Huang, M. H. (2003). Designing website attributes to induce experiential encounters. Computers in Human Behavior, 19(4), 425-442.

[31]. Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS quarterly, 665-694.

[32]. Sanchez-Franco, M. J. (2006). Exploring the influence of gender on the web usage via partial least squares. Behaviour & Information Technology, 25(1), 19-36.

[33]. Csikszentmihalyi, M. (1977) Beyond Boredom and Anxiety. Jossey-Bass, San Francisco.

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