Abstract:

This paper identified the concept of online promotion framing and classified it into negative promotion framing (NPF) and positive promotion framing (PPF) based on framing theory.  We found that the influence of NPF on consumers’ online buying intention was more powerful than that of PPF. The result showed that regulatory focus and product price moderated the effect of online promotion framing. The results are as follows. Compared with NPF, PPF has more influence on Promotion-Focus-Oriented Consumers’ online buying intentions. While compared with PPF, NPF has more influence on Prevention-Focus-Oriented Consumers’ online buying intentions. As to low-priced products, NPF has more influence on consumers’ online buying intention than that of PPF. However, the effect of online promotion framing is not significant for high-priced products.

Key words: Promotion Framing, Consumer’s Regulatory Focus, Online Purchasing Intention