Research On The Impact Of Orientation And Frame Effects On Consumer Purchasing Decisions

People usually spend a lot of time and effort making decisions in their daily lives,especially making consumption decisions. What kind of purchase decision consumers make,whether the decision is effective, it is very important for individuals. In recent years, the purchase decision is becoming more and more important in the research field of decision-making. A large number of research results show that: the purchase decision is influenced by many factors, including individual cognition, personality and other psychological factors, including shopping environment, information of commodity and other external factors. This study, undergraduate and graduate students as the main object,uses the combination of questionnaire method and experimental method, discuss how consumers make purchase decision based on regulatory focus , the effect of framing effect.This study is divided into two parts:(1) A single factor experiment is designed to investigate the effects of regulatory focus on consumer purchase decisions.(2) By designing 2 (regulatory focus: promotion / prevention) × 2 (frame type: positive/ negative) group experiments, we can examine the effects of regulatory focus and framing effects on consumer purchase decision.The conclusions of this study are:(1)Regulatory focus can influence the consumer purchase decisions after reading the word-of-mouth, and the promotion focus subjects will show a higher purchase intention than the prevention focus subjects.(2)Regulatory focus has a significant impact on consumer purchase decisions,and the promotion focus subjects show higher purchase decision levels than the prevention focus subjects.(3)The framing effect has a significant impact on consumer purchase decisions, and the subjects in the positive framework show higher purchase decision levels than the negative ones.