The Online Framing Effect: The Moderating Role of Warning, Brand Familiarity and Product Type
碩士 === 中原大學 === 國際經營與貿易研究所 === 100 === This study reports on an experiment that examined the framing effect on online consumer purchase intention. A 2 (attribute framing: positive/negative) x 2 (warning: text-based/picture-based) x 2 (brand familiarity: familiar/unfamiliar) x 2 (product type: utilit...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/94214037822572662206 |