The Impact of Promotion Framing and Regulatory Focus on the Consumer Perceived Value of Online Shopping

Branch of the prospect theory——framing theory is applied to the research of online sales promotion.How to frame promotion messages according to particular promotion situations is a critical issue that influences the effectiveness of promotion and the enterprise marketer are concerned about.Resultsshow that there is a fit between regulatory focus and promotion framing, apromotion message of reducing loss fits prevention focus, and the group of fit has higher perceived value than the group which is not fit.