Effects of Framing Message on Extended Warranty Intention: The Moderating Role of Risk Preference, Time Period, and Product Type

• Main Authors: Hsien-Kuang Pu, 蒲顯光
• Other Authors: Yi-Fen Chen
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/51633490188495961997

碩士 === 中原大學 === 國際商學碩士學位學程 === 101 === Abstract This study investigates the framing messages display on purchase intention in online shopping, and conducted a 2 (positive message/negative message) x 2 (risk seeking/risk avoidance) x 2 (search good/experience good) x 2 (long warranty time/short warranty time) online experiment involving 505 subjects. Product type moderates the framing message in regard to purchase intention. The results of the experiment demonstrate that subjects’ purchase intentions are more positive in regard to online buying of experience goods with warranties using negative framing messages, and search goods’ warranty using positive framing messages. Consumers prefer to purchase long warranty contracts rather than short warranty contracts in online shopping. These findings allow sellers and managers to find better ways to provide optimal options in online shopping. The implications and limitations of this study are presented in the conclusion of the paper, and suggest directions for future research.