The online framing effect: the moderating role of warning, brand familiarity, and product type
نویسندگان
چکیده
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/graphic-based) x 2 (brand familiarity: familiar/unfamiliar) x 2 (product type: utilitarian/hedonic product) online experiment was conducted. The results demonstrate a significant framing effect, in that subjects in the positive condition revealed more favorable responses than those in the negative condition. In addition, the effect of framing messages on consumer purchase intention was moderated by warning, brand familiarity and product type. Theoretical and managerial implications of these findings are provided.
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ورودعنوان ژورنال:
- Electronic Commerce Research
دوره 16 شماره
صفحات -
تاریخ انتشار 2016