The Influence Of Framing Effect,Consumer Type And Product Type On Purchase Intention

In the field of e-commerce,especially in the field of consumption,framing effect has shown more and more unique application value.As a seller,we must also pay attention to different types of products,and different types of consumers will also affect the whole purchase process.For different types of consumers,combined with different types of products,merchants take what kind of means to promote sales will be more effective.These problems are of certain value to enterprises,sellers and consumer markets.In this study,the mixed experimental design of 2(practical products and hedonic products)x2(rational consumers and impulsive consumers)x2(positive feature framework and negative feature framework)was used to explore the influence of product type,consumer type and framing effect on consumers' purchase intention.Research data show that:(1)There is interaction between consumer type and product type.Impulsive consumers have higher willingness to buy hedonic products than practical products,while rational consumers have higher willingness to buy practical products than hedonic products.-(2)There are interactions among feature framework,product type and consumer type.Under the positive and negative frameworks,rational consumers will buy more practical goods than hedonic ones,and impulsive consumers will buy more hedonic goods than practical ones.The final conclusion of this study is:(1)In terms of purchase intention,when different types of consumers face different types of products,there are significant differences in purchase intention.(2)In terms of purchase intention,in the context of different characteristic frameworks,different types of consumers face different types of products,there are significant differences in purchase intention.The conclusion of this study has some implications for merchants,that is,choosing a reasonable framework can indirectly achieve the purpose of expanding sales and improving sales volume.Both hedonic goods and practical goods should try their best to play the role of a positive framework throughproduct description,create a shopping atmosphere,and increase the emotional factors to promote consumption,so as to ultimately achieve the goal of increasing sales.