The Influence of Framing Effect in E-Commerce Sales Strategies

Research Article
Open access

The Influence of Framing Effect in E-Commerce Sales Strategies

Yanhao Wang 1 , Yuhan Wu 2 , Zifeng Zhou 3*
  • 1 Meiga Foreign Language School    
  • 2 New Oriental School    
  • 3 Cambridge International School Litai College SISU    
  • *corresponding author 1811431117@mail.sit.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/38/20231903
AEMPS Vol.38
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-097-4
ISBN (Online): 978-1-83558-098-1

Abstract

The development of e-commerce gradually replaced offline consumption with the popularization of electronic products in the 20th century and be-came the mainstream, followed by various commercial methods developed by merchants for profit. Among them, framing effect reduces the utility that people gain, such as advertising and discounts, and even affects people’s product comparison when shopping online. In order to summarizes the defi-cit in academic and practical aspects, this paper aims to analyse the impact of the faming effect in e-commerce within three aspects when customers make judgements, which are product comparison, discount framing and advertise-ment promotion. According to research on the framing effect in product comparison, the findings show that companies can successfully highlight the benefits of their goods and direct customers to evaluate and select them. Dis-count framing can be placed in the right frames to affect consumers’ pur-chase decisions, and advertising strategies can make creative use of framing to elicit strong emotions and motivate people to make purchases. The paper presents various examples of the impact of these framing effect on e-commerce in different industries, and puts forward some suggestions from the perspective of consumers.

Keywords:

framing effect, e-commerce, discount

Wang,Y.;Wu,Y.;Zhou,Z. (2023). The Influence of Framing Effect in E-Commerce Sales Strategies. Advances in Economics, Management and Political Sciences,38,154-159.
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References

[1]. Tversky, A., Kahneman, D.: The framing of decisions and the psychology of choice. Journal 211(4481), 453-458 (1981).

[2]. Liu, Y., Li, H., Hu, F.: Influence of website framing on online consumers' purchase intention. Journal of Business Research, 75, 40-52 (2017).

[3]. Kim, Y. J., Lee, J.: Effect of product comparison charts on consumer decision making in e-commerce. Journal of Interactive Marketing, 35, 1-14 (2016).

[4]. Koo, D., Lee, K., Nam, Y.: Information presentation and consumer decision making in e-commerce: A literature review. Sustainability, 11(10), 2907 (2019).

[5]. Bronnenberg, B. J., Dubé, J.-P. H.: The Effect of Presentation Order on Consumer Choice: Evidence from Online Grocery Shopping. Management Science, 57(11), 1864–1880 (2011).

[6]. Al-Attiyat, A.: The Framing Effect in E-commerce Product Comparison. International Journal of Marketing Research, 59(3), 387–408 (2017).

[7]. Agmeka, F., Wathoni, R. N., Santoso, A. S.: The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce. Procedia Computer Science, 161, 851–858. (2019).

[8]. Janiszewski, C., Cunha, Jr. M.: The Influence of Price Discount Framing on the Evaluation of a Product Bundle. Journal of Consumer Research, 30(4), 534–546 (2004).

[9]. Duan, R., Ma, W.: The application of frame effect in e-commerce promotional advertising China Collective Economy 16 90-91 (2020)

[10]. Shi, Z., Li L., Wu L.: “Free gift” or “Free postage”, which one do you prefer? -- Research on moderating variables affecting the relationship between online promotion framework and online purchase intention, Journal of Marketing Science 9(I): 105-117 (2013)

Cite this article

Wang,Y.;Wu,Y.;Zhou,Z. (2023). The Influence of Framing Effect in E-Commerce Sales Strategies. Advances in Economics, Management and Political Sciences,38,154-159.

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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 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-097-4(Print) / 978-1-83558-098-1(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.38
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Tversky, A., Kahneman, D.: The framing of decisions and the psychology of choice. Journal 211(4481), 453-458 (1981).

[2]. Liu, Y., Li, H., Hu, F.: Influence of website framing on online consumers' purchase intention. Journal of Business Research, 75, 40-52 (2017).

[3]. Kim, Y. J., Lee, J.: Effect of product comparison charts on consumer decision making in e-commerce. Journal of Interactive Marketing, 35, 1-14 (2016).

[4]. Koo, D., Lee, K., Nam, Y.: Information presentation and consumer decision making in e-commerce: A literature review. Sustainability, 11(10), 2907 (2019).

[5]. Bronnenberg, B. J., Dubé, J.-P. H.: The Effect of Presentation Order on Consumer Choice: Evidence from Online Grocery Shopping. Management Science, 57(11), 1864–1880 (2011).

[6]. Al-Attiyat, A.: The Framing Effect in E-commerce Product Comparison. International Journal of Marketing Research, 59(3), 387–408 (2017).

[7]. Agmeka, F., Wathoni, R. N., Santoso, A. S.: The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce. Procedia Computer Science, 161, 851–858. (2019).

[8]. Janiszewski, C., Cunha, Jr. M.: The Influence of Price Discount Framing on the Evaluation of a Product Bundle. Journal of Consumer Research, 30(4), 534–546 (2004).

[9]. Duan, R., Ma, W.: The application of frame effect in e-commerce promotional advertising China Collective Economy 16 90-91 (2020)

[10]. Shi, Z., Li L., Wu L.: “Free gift” or “Free postage”, which one do you prefer? -- Research on moderating variables affecting the relationship between online promotion framework and online purchase intention, Journal of Marketing Science 9(I): 105-117 (2013)

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