Online Consumer Behavior: Framing Effects, Social Presence Theory and Flow Experience under E-commercial Environment

Abstract

The rapid development of Internet has propelled commerce into an electronic age, changing the way of how consumers buy products and services. However, internet purchase behavior does not always resemble the traditional consumer purchase behavior as there are significant distinctions between the two that warrant a distinguishing conceptualization. In a virtual environment, the limited accessibility to comprehensive and accurate product information increases the likelihood of risky decision-making (e.g., impulsive buying) with the presentation of cognitive biases. Noticing the limited published studies focusing exclusively on online purchasing behavior, this essay intends to understand the extent of which the present psychological theories (i.e., framing effects, social presence theory, and flow theory) contribute to an understanding of online consumer behavior and the decision-making process, when taking account of the specific and distinct characteristics of the Internet. This research is helpful to theoretically understand consumer behavior under the e-commercial environment and provides insights to develop effective market strategies to promote consumptions.