Economics at your fingertips  

The online framing effect: the moderating role of warning, brand familiarity, and product type

Yi-Fen Chen () and Shi-Han Chang ()
Additional contact information
Yi-Fen Chen: Chung Yuan Christian University
Shi-Han Chang: Chung Yuan Christian University

Electronic Commerce Research, 2016, vol. 16, issue 3, No 3, 355-374

Abstract: Abstract This study examines the framing effect on online consumer purchase intention. Three framing effect moderators—warning type (text-based/picture-based), brand familiarity (familiar/unfamiliar), and product type (utilitarian/hedonic)—were considered. The results demonstrated that a positive frame message could create more favorable preferences toward the product than a negative frame message could. Further, consumers with text-based warnings who received positive framing messages had higher purchase intentions toward the target product than did those receiving negative framing messages. However, the online framing effect was not significant for consumers receiving picture-based warnings. Moreover, the online framing effect was significant for consumers familiar with the brand. Finally, positive messages resulted in higher purchase intention for hedonic rather than utilitarian products. This study further examined gender differences in framing effects and found women exhibited greater framing effects than men under the negative frame. The findings provide guidance for designing appropriate product strategy to induce online consumer purchase intentions that favor online retailers.

Keywords: Online framing effect; Warning type; Brand familiarity; Product type (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from

Access Statistics for this article

Electronic Commerce Research is currently edited by James Westland

More articles in Electronic Commerce Research from Springer
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2019-11-06
Handle: RePEc:spr:elcore:v:16:y:2016:i:3:d:10.1007_s10660-015-9206-3