Internet has become a new form of mass media since its commercialization in early 1990¡¦s. While the transaction platform moves from bricks-and-motar to Internet, potential factors that influence consumers¡¦ purchase decisions changed. Because they cannot touch the product and interact with sales person, Internet buyers can only make decisions based on information presented on web pages. Under this circumstance, how the presentation of information such as advertisement and product description influence consumers¡¦ buying decision is an important issue.
When the information is presented in different ways, people might make biased decisions. This study conducts four laboratory experiments which aim to investigate two decision biases in e-commerce context: framing effect and ancoring effect. The first two experiments focus on the framing effect and the last two experiments focus on the anchoring effect. Framing effect refers to the situation in which people¡¦s buying intention is influenced by different framing messages. Anchoring effect center on the situation in which people¡¦s price estimates are influenced by different anchor points presented in web pages.
Three different kinds of framing messages which are formed by combining the attribute framing, goal framing and risky choice framing message and positive and negative presentation are considered in the first two experiments. Moreover, the subjects were assigned into two groups in different level of intrinsic self-relevence to understand whether it plays the moderating role in framing effect.
In anchoring effect, in addition to the influence of high and low anchor points on subjects¡¦ price estimates, we also consider the moderating role of the operation of anchor points (one-way/two way), the reinforcement of anchor points (normal/intensified), and the relevancy between anchor and target (relevant/unrelevant).
The results indicated that attribute framing effect is stable and is not influenced by subjects¡¦ level of intrinsic self-relevance, whereas the occurrence of goal framing effect and risky choice framing effect depends on the participants¡¦ level of intrinsic self-relevance. For subjects low in intrinsic self-relevance are more influenced by framing message and thus results in different buying intention or choices than those high in intrinsic self-relevance.
This study also test and verify the robustness of anchoring effect. Estimaes made by participants in high and low anchor conditions is significantly different no matter the anchor is manipulated in one-way or two-way. In addition, the result of anchoring experiment supports the argument that the relevancy between anchor and target is important for the occurrence of anchoring effect. The moderating effect of anchor reinceforcement depends on the anchor was operated in one-way or two way condition. Anchoring effect is stable despite that the anchor is manipulated in normal or intensified condition when the anchor is manipulated in two-way. On the other hand, when the anchoring effect is manipulated in one-way condition, the anchor reinceforcement plays the role the moderator. Anchoring effect can be observed only when the anchor point is reinforced by appearing for three times.
This study serves as a foundation for future study in e-commerce area. The procedures and experimental designs in this study can be either replicated or modified with a different sample to gather further evidence for the results discovered. Further, it can benefit practitioners in improving the design of e-commerce interfaces in real world applications.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0725105-145308 |
| Date | 25 July 2005 |
| Creators | Wu, Chin-Shan |
| Contributors | Houn-Gee Chen, Hsin-Hui Lin, Jen-Her Wu, Feng-Yuan Kuo, Shu-Chu Liu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0725105-145308 |
| Rights | not_available, Copyright information available at source archive |
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