The Effect Of Promotional Information Framework On Online Shopping Consumers' Preferences

Promotion strategy is an important tool for enterprises to participate in market competition. Clues of the external environment and subjective factors influence the consumers' purchase decisions. Thus, it is an important subject about enterprise marketing on how to make different descriptions of promotional information according to different personality traits of consumers to influence consumer preference and to make more effective promotion effect. This study aims to investigate the mechanism of promotion framework on consumer's preferences,which can not only enrich the theory of consumer decision-making, but also can make enterprise marketers better understand the psychological process of consumers' decision-making. This study designs four questionnaires. Through the regulatory focus and cognitive needs, two concepts in the field of psychology, the study intends to explore a promotion message which was framed as a gain and promotion message which was framed as a reduced loss that can make an impact on cognition and emotion of consumers and consumers' preferences.Study1, using 2(chronically: regulatory focus: promotion focus, prevention focus)X2(information framing: obtained;loss reduced) between-subjects design and regarding consumers' preferences(perceived value and purchase intention) as dependent variable, aims to explore the statement style of promotion information. It shows that chronically regulatory focus and information statement exist significant interaction. Consistent with our hypothesis,the results showed that for consumers with a promotion focus, buying intention was higher when a promotion message was framed as a gain than it was framed as a reduced loss.On the other hand,for consumers with a prevention focus,buying intention was higher when a promotion message was framed as a reduced loss than it was framed as again. Study 2, using 2( cognitive needs: high vs. low;) X 2(information framing : obtained framing; loss reduced framing) between-subjects design, focuses on the influence of need for cognition and information framing on consumers' preferences which include perceived value and purchase intention. The results prove that cognitive needs and information framing exist significant interaction. However, the information framing has a significant influence on the low level of cognitive awareness of the individual and the impact on the high level of cognitive awareness of the individual has no distinct difference.