The impact of comment information on online consumers' purchase intention - Based on the perspective of information presentation

摘要

Attribute framing is a typical framing effect, which affects consumers'decision-making to a great extent. This paper subdivides product types and consumer involvement types, explores the influence of attribute framing on different types of product purchase intention under involvement scenarios, and further finds out the main attributes that affect the cognitive or emotional involvement of experimental products through text mining online real comments, so as to control the degree of participants' involvement. The results show that there is a corresponding relationship between product types and consumer involvement types. Both cognitive involvement and emotional involvement produce attribute framing effect. Under cognitive involvement, attribute framing effect is more obvious. The degree of consumer involvement has a moderating effect on attribute framing effect and consumers'purchase intention. Therefore, it is particularly important for businesses to customize the use of different types of product description and presentation, and to use the attribute framing to guide consumers' purchase choices.