Effects of price discount framing on consumers' online purchase intentions

This study simulated businesses placing advertisements on social media platforms to direct consumers to product pages and investigated the effects of price discount framing on purchase intention. The results indicate that the purchase intention for ascending sequence double discounts is higher than that for single price discounts. However, there was no significant difference in purchase intention between descending sequence double discounts and single price discounts. Additionally, the effectiveness of ascending sequence double discounts was superior to that of descending sequence double discounts. Regardless of whether it is ascending or descending sequence double discounts, the second discount can enhance purchase intention, with the second discount of ascending sequence double discounts being more attractive compared to descending sequence double discounts. Furthermore, regardless of the pricing promotion method, purchase intention for hedonic products is higher than that for utilitarian products.