In daily negotiation, decision maker often affected to change the evalution of negotiation results by the offers which the opponent brought up in either positive or negative description. This is what the negotiation researcher callled ¡§framing effect¡¨. Framing theory first poposed by Kahneman & Tversky (1982) and researchers found there are many framing types and the framing effects proofed in many negotiation areas. On the other hand, the development of electronic bargainging is ofthen based on the assumption that human decision making is rational behavior, and there is no research applying framing theory on internet. Therefore this research would like to discuss whether framing could change electronic bargaining results. This research adopts attribute framing and goal framing proposed by Levin et al. (1998) and apply it with negotiation model to develop a virtual bargin store, then we play a role as seller to do field experiment. After collecting the experiment data and analyze them, we found framing do affect electronic bargining. Framing match concession will influence the seller¡¦s gain. General speaking, attribute framing effect is better than goal framing, and the difference between positive and negative attribute framing effect looms larger when it corporates with concession. However the difference between positive and negative goal framing looms less when it ties up with concession.