Promotion Framing Effect on Online Consumer Purchase Intention

• Main Authors: Yun-Ning Hsu, 徐韻寗
• Other Authors: Yi-Fen Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/q9c4as

碩士 === 中原大學 === 國際經營與貿易研究所 === 102 === Shopping is an expression of products identification and necessary for consumer. In addition to physical shopping, online shopping is also a very popular way to shop nowadays. As the popularity of the Internet, the promotions of online shopping not only became very diversify, but also attracted the attentions of consumers. According to past studies, people used to be affected by promotional messages when they were making buying decisions. This study presented influences of promotion framing on consumers’ purchase intention. The main idea of this study is to examine online consumer purchase intention by the presentations of promotional framing and also used brand familiarity and product type as moderators. This is study added promotion framing of free shipping into product type to check if the promotion of free shipping would affect consumers’ continuing purchase intention. Free shipping option is that when consumers reach the vendor or the amount by the threshold number of pieces, they will not need to pay any cost for shipping fee. This study explored effect of promotion framing on online consumer purchase intention. The experiment is based on two designs: 2 (promotion framing: days/dates) x2 (brand familiarity: high/low) and 2 (promotion framing: days/date) x2 (product types: utilitarian product/hedonic product) x2 (promotion framing: free shipping quantity/ amount threshold-based free shipping). There were 12 experimental groups. 368 valid samples are retrieved. This study used ANOVA and Dummy Variable Regression to do statistical analysis to validate hypotheses of this study. The results of this research are as follows: First, consumers have higher purchase intention when they are facing promotion framing by days than promotion framing by date. Second, consumers have higher purchase intention when the brand familiarity is higher. Third, in the promotion framing work of days and dates, there was no significant difference of consumers’ purchase intention between utilitarian product and hedonic product. Finally, under the situation of free shipping framing effect, consumers have positive continued purchase intention. In this study, we also provide some suggestions for future research and managerial implications.