A MEDIATING PERSPECTIVE OF EYE MOVEMENT IN ATTRIBUTE FRAMING OF E-SHOPPING

摘要

Framing message often applies in business activities such as advertisement. Most of the previous framing effect research focused on moderator variables, yet this study is more interested in the mechanism than in the exogenous variable itself. This study found that framing could be treated as a trigger for different cognitive processing on information, which in turn guides a decision maker's actions. The results show exposing negative framing will activate more cognitive process than positive framing, and eye movement has prediction power on buying intention. The finding has potential implications for the design of information presentation in e-commerce.