Research On The Framing Effect Of Online Shopping Decision By Psychic Distance

Some people think that with the rapid development of e-commerce,consumer perceived distance has gradually reduced or eliminated.However,we can find that in some scholars’ research,consumer perceived distance do not disappear,but in other forms called psychological distance,which influences people’s decision.The psychological distance contains several dimensions has been controversial in the academic circles,but the temporal distance,spatial distance and social distance have become the consensus of the academic circles.And the three dimensions of psychological distance,time distance,social distance and space distance how to influence the framing effect of network consumers purchase risk decision still need to be researched.And online shopping decision compared with traditional consumer purchase decision is more typical and novel.Therefore,in order to analysis the framing effect of consumers in online shopping decision under the context of different time distance,social distance and spatial distance this paper combines literatures at home and abroad and uses the college students as samples,through the questionnaire survey to collect data,using SPSS software.Finally,through in-depth interviews and data analysis,we research the summary to explain the mechanism of consumer framing effect in different psychological distance and combination of different dimensions from the angles of prospect theory,cognition-emotion theory and emotion intensity..And we hope the study will help enterprise’s marketing practice and related research.