Abstract
Framing effect is an understanding and assessment that individual implements different behaviors when facing to the multiple choice that expressing the same meaning. Previously, scholars went through numerous empirical studies regarding impact of the method as well as environment in making decision of online purchasing [1]-[4]. Also, scholars have proved that there are complex influences of psychological factors when consumers make decisions of shopping. Therefore, the article aims to analyze the impact of faming effect in e-commerce when consumers make decisions so as to summarize the shortage in academic and practical aspects.
Highlights
Online shopping has become the trend of consuming model
The data from online shopping in China is drawn attention to scholar for research about consumer behavior in making decision, which drives the development of E-commerce
Consumers constantly confront the situation that when you intend to buy a shampoo in one online store where provides the free-delivering service if paying 45 yuan RMB, another store, on the contrary, charges 55 yuan RMB for the same product including price of product (45 yuan RMB) and cost of delivering (10 yuan RMB)
Summary
Online shopping has become the trend of consuming model. According to the report announced by Chinese Online Shopping Marketing Analysis in 2012, the number of transaction in online consuming market reached approximately one thousand two hundred billion yuan (RMB) in 2012, increasing by 66.5 percent than in 2011. Consumers constantly confront the situation that when you intend to buy a shampoo in one online store where provides the free-delivering service if paying 45 yuan RMB, another store, on the contrary, charges 55 yuan RMB for the same product including price of product (45 yuan RMB) and cost of delivering (10 yuan RMB). In this case, which store will you choose? As for the consequence of purchase, it is related to various aspects (i.e., whether to purchase, the quantity of product, the types of product)
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