Framing Effect of Online Store Information Presentation on Consumer's Purchasing Decisions

At present, most research on online consumers' purchasing behavior is based on the method of experimental statistics, and aimed at analyzing the factors that affect the consumers' purchasing decision. Way s of online stores presenting their information are often mentioned as one of these factors. But there is little research considering: how the "different forms" of information content affect consumers' decision making Why do consumers in the real world only make satisfactory choices rather than the best choices? This essay, taking the price attribute of online store as an example, designed different forms of the price presentation. On the basis of verifying framing effect on consumers' decision behavior, the online consumers' purchasing decision model is constructed via using the price reference point of consumers. By calculating the prospect value with different price reference points, we analyze the internal causes of consumers' different decision choices from the psychological micro level.