The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effects of Price-Framing and Message-Framing Strategies on Consumer Attitudes: Focusing on Online Travel Products

가격 프레이밍과 메시지 프레이밍 전략이 소비자 태도에 미치는 영향: 온라인 여행상품을 중심으로

  • 김미경 (하나투어 제휴사기획팀) ;
  • 정누리 (경희대학교 일반대학원 경영학과) ;
  • 양성병 (경희대학교 경영대학 경영학과)
  • Received : 2017.08.06
  • Accepted : 2017.09.28
  • Published : 2017.09.29
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Abstract

Purpose In an online e-commerce environment without face-to-face contact between the seller and the buyer, the attitudes of consumers differ greatly depending on which framing strategy is applied, even in cases when the benefits of the deals represent the same value. The purpose of this study is to explore the effects of price-framing and message-framing strategies on consumer attitudes through an experimental analysis in the context of online travel product purchasing. This study suggests a research model based on prospect theory and prior literature on price-framing and message-framing strategies. Design/methodology/approach The experiment was structured as a 2 (discount price presentation: 'Won' vs. '%') ${\times}$ 2 (discount level: low vs. high) ${\times}$ 2 (time-limit message: none vs. one) mixed design. The research hypotheses were tested in a study of 200 undergraduate and graduate students assigned randomly and distributed evenly to each of the eight cells. Findings The findings indicate that consumer attitudes become more favorable when the '%' discount, higher discount rate, and time-limit message are presented. However, no significant interaction effect is found between the discount price presentation and the discount level/time-limit message. This study has a theoretical implication in that it extends the scope of research by examining the influence of framing strategies on experience goods such as online travel products. Moreover, this study can provide managers with more specific guidelines when establishing framing strategies in the context of purchasing online travel products.

Keywords

References

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